I shopped at Crate & Barrel for the first time and saw how the brand's quiet luxury is boosting sales

Talia LakritzMar 6, 2024, 04:23 IST

Dishes on display at Crate & Barrel.Talia Lakritz/Business Insider

I shopped at Crate & Barrel for the first time at the brand's new Flatiron location.
The store features a Design Desk with 30 staff members offering design consultations.

With a 23% increase in sales during the company's last fiscal year, Forbes reported, Crate & Barrel's housewares are in high demand.

The rising popularity of quiet luxury — simple, classic, upscale investments that never go out of style — could be part of why shoppers are flocking to the brand's pearly white dinnerware, exclusive Le Creuset cookware, and customizable furniture.

Since I usually buy housewares from big-box stores like Walmart and Target, or online from Amazon, I'd never visited a more high-end specialty store like Crate & Barrel.

Crate & Barrel also opened a new flagship store in New York City in November that was hailed as the "future of the brand" by Crate & Barrel CEO Janet Hayes, Retail Dive reported. Located in Manhattan's Flatiron neighborhood, Hayes told Business of Home in February that the new location is doing 20% more business in a space that is 40% smaller than the old SoHo store.

I went shopping at the new Crate & Barrel to find out why.

Crate & Barrel's 23,000-square-foot, two-story flagship store in New York City opened in November.

Crate & Barrel in New York City.Talia Lakritz/Business Insider

I was surprised by the store's minimalist, quiet-luxury aesthetic when I walked in for the first time.

The entrance to Crate & Barrel.Talia Lakritz/Business Insider

One feature driving business at the Crate & Barrel's store is The Design Desk offering interior design consultations.

The Design Desk at Crate & Barrel.Talia Lakritz/Business Insider

With a rainbow of fabric shades and a large variety of furnishings to choose from, I could see the appeal of expert guidance.

Furniture at Crate & Barrel.Talia Lakritz/Business Insider

Stylists were also available to help arrange bouquets in the store's floral section with a mix of dried and faux flowers.

The floral section at Crate & Barrel.Talia Lakritz/Business Insider

Another striking display was Crate & Barrel's shelves of white dinnerware that spanned the entire width of the store.

Dishes on display at Crate & Barrel.Talia Lakritz/Business Insider

Crate & Barrel featured other status symbols like Le Creuset cookware.

Le Creuset at Crate & Barrel.Talia Lakritz/Business Insider

Like the selection of furniture and dishes, the kitchen utensils were also designed in neutral shades.

Kitchen utensils at Crate & Barrel.Talia Lakritz/Business Insider

Many items across the store were highlighted as registry favorites.

A wood tray at Crate & Barrel.Talia Lakritz/Business Insider

There were also more inexpensive items like magnets, miniature whisks, and cookie cutters.

Measuring cup magnets at Crate & Barrel.Talia Lakritz/Business Insider

Downstairs, the lower level of the store focused on home decor with light fixtures, rugs, bedroom furniture, and other furnishings.

The lower level of Crate & Barrel.Talia Lakritz/Business Insider

An assortment of black, white, gray, and beige rug samples lined the walls.

Rug samples at Crate & Barrel.Talia Lakritz/Business Insider

A kids section stocked strollers, cribs, changing tables, and toys.

The children's section at Crate & Barrel.Talia Lakritz/Business Insider

Towels, blankets, tablecloths, and other fabrics could be embroidered with custom messages for an extra fee depending on the item.

Embroidered towels at Crate & Barrel.Talia Lakritz/Business Insider

I was impressed by Crate & Barrel's quiet luxury and could see myself investing in simple pieces that would remain stylish for decades.

The author at Crate & Barrel.Talia Lakritz/Business Insider

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