Innovative home retailer puts the ‘experience’ in appliance retailing

Customers can cook a meal on a range and watch how water flows as they turn on the faucets that are on display at a new luxury home store in New York City, which takes experiential retail to a new level.



Kitchen, bath and outdoor appliance retailer Pirch has opened its largest store to date, a three-floor, 32,000-sq.-ft. flagship in an historic, former ironworks building in the SoHo section of Manhattan. Shoppers can “test drive” all the goods on display in the store, which has been carefully curated and includes more than 30 interactive vignettes. Among the products available for testing are 40 different showerheads.



“More than an appliance retailer, at Pirch we believe in bringing joy, romance and fun back into shopping," said Jim Stuart, chairman and co-founder, Pitch, which operates nine locations nationwide. "Meaningful experiences are more important than business transactions. At Pirch, we encourage our guests to touch, feel and try our state-of-the-art offerings – the very investment pieces that in the end, will shape memories in their homes."



Pirch shoppers can book a private steam shower in Sanctuary, the exclusive home spa. They can also participate in complimentary cooking classes where they can learn tricks for working with various appliances. And Pirch chefs will demonstrate various culinary and outdoor appliances in the two on-site live demo kitchens, one of which is set up as an indoor kitchen and the other as an outdoor one.



In addition, Pirch SoHo features a live vignette, the “connected loft,” which showcases cutting-edge technology from Innit within the interactive setting of a loft apartment.



Pirch does not outsource installation services and offers professional trained technicians. The merchandise range features such top-of-the-line brands as Sub-Zero, Wolf, Miele, La Cornue, Thermador, Samsung, Bertazzoni, Gessi, apaiser, ROHL, Kalamazoo Outdoor, Lynx Grills, and Viking.



“Pirch is dedicated to breaking the mold in the home and appliance industry, bringing meaningful experiences and joyful memories into the households of our guests," said Jeffery R. Sears, CEO and co-founder, Pirch. "As the premiere retailer bringing the world's most admired brands to life, our flagship showroom is designed as a place for guests to ignite inspiration and fuel discovery."