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First Look: American Freight unveils new store format

American Freight
American Freight's new store format will have two initial location in Colorado.

American Freight is updating its store experience as it continues to expand.

The furniture, appliances and mattress retailer is debuting a new format in its new stores in Westminster and Centennial, which are both in the Denver area. American Freight plans to pilot the concept in additional locations in the first quarter of 2024 before rolling it out nationwide beginning in the third quarter.

American Freight has more than 370 U.S. locations across 40 states, where customers can purchase new and open-box items and “take them home today.”

The upgraded store experience offers a fresh look and feel, designed to make shopping for home furnishings simple, convenient and hassle-free, the company said. The features include enhanced brand and product storytelling for open-box appliances, including a color-coded system that will help customers understand the condition of each item.

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Other updates include a more spacious layout that makes it easier for customers to discover products and navigate the showroom, along with a full creative refresh of in-store elements, including a new color palette, interior and exterior signage, and a new American Freight logo.

The new format also deploys AR technology that lets customers visualize how furniture will look in their own home before the purchase. Customers who purchase appliances can also choose to have American Freight’s trained installers deliver and hook up the item. The installers will also test the appliance and show the customer how to use it before hauling away their old product.

American Freight opened its first Colorado location, in Centennial, in August. It has since expanded its presence in the state by opening stores in Pueblo and Colorado Springs in November. The Westminster store opened on Dec. 15.

“We’re thrilled to launch our redesigned store format as we celebrate the grand opening of our Westminster location and continue our Colorado expansion,” said Peter Corsa, CEO of the Home
Segment of FRG Inc., parent company of American Freight. “Our plan is to roll out the new store concept to more locations over the next year to provide an even better experience for our customers nationwide as they shop our wide selection.” 

In October, American Freight expanded its footprint in Ohio, opening four stores in the Salt Lake City metro area.

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