위니펙에 본사를 둔 EQ3가 예전 Polo Park Sears 매장에 플래그십 매장을 오픈했다.
몬트리올, 미국 뉴욕 시티와 샌프란시스코에도 매장을 운영하고 있는 EQ3의 Peter Tielmann 사장은 새로운 매장에 대해 “창의로운 공간” 그리고 “사람들에게 영감을 전하는 경험 센터”라고 설명했다.
43,000 스퀘어 피트의 공간에서는 가구만을 판매하는 것이 아니라 로컬 레스토랑 Deer + Almond를 비롯한 가구매장에서 볼 수 없었던 흥미로운 것들로 가득하다.
EQ3가 운영하는 다른 16개 매장의 면적은 10,000에서 15,000 스퀘어 피트이다. 회사는 Polo Park에서 어린이용 그리고 애완동물용 가구를 포함한 새로운 개념을 시작하면서 Palli Home and Company라는 새로운 회사를 설립했다.
Tielmann 사장은 전체 매출의 30 퍼센트가 온라인으로 이루어지며, 온라인에서 본 상품을 눈으로 확인하기 위해 찾아오는 손님들이 많다고 했다. 그는 가구는 여전히 터치 앤 필 (touch and feel)이 중요한 요소이기 때문에 경험 센터가 중요하다고 했다.
EQ3는 위니펙에 본사를 둔 가구업체 Palliser Furniture에서 분사한 기업으로 2001년 6명의 직원으로 시작하였다. 물론, 매장도 없었다.
Tielmann 사장은 당시에 저렴한 가구와 고급 유럽 수입품의 중간을 원하는 고객의 욕구를 충족시키기 위해 만들어진 회사가 EQ3라고 했다.
EQ3는 2002년 St. James Street에서 첫번째 매장을 열었고, 2년후에 CF Polo Park 주차장 옆으로 자리를 옮겼다. 2019년 뉴욕에 매장을 열었으며, 공간에 맞추어 다양하게 변형할 수 있는 가구라는 것을 특징으로 하고 있다.
현재 700명이 넘는 직원이 있으며, Tielmann 사장은 “위니펙은 본사가 있는 곳이기 때문에 프로토 타입은 언제나 여기에서 시작한다.”고 했다.
University of Manitoba의 Subbu Sivaramakrishnan 부학장은 “예전에 쇼핑몰은 비싼 임대료 때문에 가구업체들이 접근할 수 없는 곳이었다. 그러나 팬데믹으로 백화점들이 떠나면서 공간이 생겼다.”고 했다.
Sivaramakrishnan 부학장은 “가구는 보고, 만지고, 느끼는 요소가 중요한 상품이다.”고 했다. 또한, 부학장은 “많은 사람들은 온라인이 매장을 대체할 것으로 생각하지만, 거기까지는 갈 길이 멀다.”고 했다.
EQ3는 Polo Park 매장에 오픈한 “경험 센터” 개념이 성공할 경우 다른 도시에서도 같은 형태의 비즈니스를 전개할 것이라고 했다.
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