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.