Handcrafted home decor brand MacKenzie-Childs has moved to SoHo, New York, opening an enhanced retail concept with a Tabletop Lab
MacKenzie-Childs, a fully integrated designer, manufacturer and multi-channel merchant of high-quality, handcrafted ceramic and enamel tableware and furniture, is moving to a new location, SoHo, in New York with a brand-new enhanced retail concept.
Previously residing on the Upper East Side on 57th street, the brand has continued innovation in the past few years introducing creative and youthful new collections at more approachable price points, impactful influencer programming and strong social marketing efforts to propel the brand towards current and new customers.
Moving down to SoHo among some of the most respected retail brands and curating a retail experience that allows customers to touch, feel, mix and match within the store before buying, was a priority for the brand.
The new store on the corner of Spring Street (#169) and W. Broadway is airy, bright and open featuring an experiential and hands-on approach throughout the store. Upon entry, guests are met with some of the new furniture pieces and then a dedicated kitchen display featuring cookware, kettles, knobs and many culinary entertaining pieces.
Moving through the store there is a Tabletop Lab that allows customers to pull different collections of chargers, dinner plates, salad/dessert plates, bowls, flatware, placemats, napkins and napkin rings to create their own place settings.
Additionally, there is a candle bar featuring the new MacKenzie-Childs Glow collection of elegant and imaginative dinner, pillar, sculptural, and scented candles. A focal point that canâ€™t be missed is the kettle wall which features a display of MacKenzie-Childsâ€™ most iconic piece, the tea kettle, held by 20+ real-life moulded hands.
Rounding out the back of the store is the seasonal area, bathroom and childrenâ€™s dÃ©cor presentation, as well as Finishing Touches, which hosts dÃ©cor items that complete a room, including lighting and dozens of rug samples.
â€œMoving downtown opens up the opportunity for us to connect with a new customer base and better showcase our products in a way that allows the customer to engage with us and our products,â€
says John Ling, CEO.
â€œWeâ€™re thrilled with how the store turned out and the feedback has been so positive. Weâ€™re excited for our retail channel to be on par with our recent direct growth and evaluate how this model performs with aspirations to continue pursing retail in appropriate markets,â€ notes John. “Our new store not only tells our wonderful brand story, it provides credibility in the New York market which benefits all of our Wholesale partners.â€
The store will allow for more events and engaging customer programming efforts as well as partnership launches and selective MC Loyalty VIP shopping events.