Experiential home retailer looks to build up trade customers
Pirch, the high-end bath, kitchen and appliance retailer, is focusing on its California roots for future growth.
The company, famed for its "try before you buy" experiential showroom format, closed six of its 10 locations in an overhaul to focus primarily on its four California stores in California (Costa Mesa, Glendale, Rancho Mirage, and San Diego). As part of the overhaul, the company is also beefing up its ties with the trades, and is launching a new targeted loyalty program.
Called “Pirch Black Trade Loyalty,” the program is designed for members of the architect, builder, contractor and interior design communities.
“The goal of our new loyalty program is to provide an exclusive and rewarding experience for our partners in the trade community by combining trade pricing, B2B incentives, an exclusive partner website, and special access to events and spaces in our showrooms that will only be available to Pirch Black members,” said John Mansfield, senior director of retail operations.
Pirch’s retail showrooms, which are also open to consumers, include full-size kitchen vignettes, with the “try before you buy” concept featured in working kitchens. They feature a “Sanctuary” area, a space where customers can try working showerheads and faucets for themselves before purchasing. The showrooms also offer private rooms for designers to host meetings with clients.
The company, famed for its "try before you buy" experiential showroom format, closed six of its 10 locations in an overhaul to focus primarily on its four California stores in California (Costa Mesa, Glendale, Rancho Mirage, and San Diego). As part of the overhaul, the company is also beefing up its ties with the trades, and is launching a new targeted loyalty program.
Called “Pirch Black Trade Loyalty,” the program is designed for members of the architect, builder, contractor and interior design communities.
“The goal of our new loyalty program is to provide an exclusive and rewarding experience for our partners in the trade community by combining trade pricing, B2B incentives, an exclusive partner website, and special access to events and spaces in our showrooms that will only be available to Pirch Black members,” said John Mansfield, senior director of retail operations.
Pirch’s retail showrooms, which are also open to consumers, include full-size kitchen vignettes, with the “try before you buy” concept featured in working kitchens. They feature a “Sanctuary” area, a space where customers can try working showerheads and faucets for themselves before purchasing. The showrooms also offer private rooms for designers to host meetings with clients.