I shopped at Crate & Barrel for the first time and saw how the brand's quiet luxury is boosting sales
Talia Lakritz
- 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 has over 100 stores in the US and franchise partners in nine countries, according to the brand's official website.
I was surprised by the store's minimalist, quiet-luxury aesthetic when I walked in for the first time.
Instead of positioning colorful, eye-catching displays right at the entrance as most stores do, the spacious design left lots of room to wander through neutral-toned furniture layouts and accessories. The shopping experience seemed in line with the quiet-luxury trend of understated yet elevated designs that are everywhere right now.
One feature driving business at the Crate & Barrel's store is The Design Desk offering interior design consultations.
Hayes told Business of Home that the store's staff of 30 designers and workstations on both floors have helped contribute to the location's success, with three times more design appointment bookings than the old store had.
With a rainbow of fabric shades and a large variety of furnishings to choose from, I could see the appeal of expert guidance.
Customers can book interior design consultations virtually, in person at the store, or through a home visit.
Stylists were also available to help arrange bouquets in the store's floral section with a mix of dried and faux flowers.
I couldn't tell the difference between the fake blooms and the real ones at first glance.
Another striking display was Crate & Barrel's shelves of white dinnerware that spanned the entire width of the store.
Other home goods stores like Williams Sonoma feature more colors and a larger variety of dishes. Crate & Barrel's white dinnerware sets are simple, but that also makes them timeless.
Crate & Barrel featured other status symbols like Le Creuset cookware.
Known for its classic colors and durability, Le Creuset cookware has become known as another quiet luxury status symbol.
Crate & Barrel sells exclusive Le Creuset colors such as thyme, chambray blue, and cream. Prices ranged from $32 for an 8-ounce cocotte to $999.95 for a seven-piece cookware set.
Like the selection of furniture and dishes, the kitchen utensils were also designed in neutral shades.
A set of 10 wood and silicone utensils cost $116.95, or shoppers could mix and match individual pieces ranging from $10.95 to $14.95.
Many items across the store were highlighted as registry favorites.
Larger pieces of furniture like dining tables and sofas also included QR codes to scan for more information.
As I perused the store, I saw several couples who appeared to be considering items to add to their wedding registries.
There were also more inexpensive items like magnets, miniature whisks, and cookie cutters.
These ceramic magnets with measurement conversions for cooking cost $8.95.
Downstairs, the lower level of the store focused on home decor with light fixtures, rugs, bedroom furniture, and other furnishings.
Much of Crate & Barrel's selection was customizable. The $5,897 three-piece sectional was available in over 200 different fabrics.
An assortment of black, white, gray, and beige rug samples lined the walls.
The cheapest clearance rugs were priced at $399, while the most expensive hand-knotted rugs cost $7,999.
A kids section stocked strollers, cribs, changing tables, and toys.
The lower level also featured a Design Desk workstation with staff members to help with interior decorating.
Towels, blankets, tablecloths, and other fabrics could be embroidered with custom messages for an extra fee depending on the item.
Hand towels started at $14, while organic Turkish cotton bath towels cost $59.95.
I was impressed by Crate & Barrel's quiet luxury and could see myself investing in simple pieces that would remain stylish for decades.
With its team of interior design consultants, customizable inventory, and elevated basics, I could see why the Flatiron location is being touted as the future of the Crate & Barrel brand. Everything in the store seemed cohesive without feeling monotonous, and classic without feeling dated.
Having recently moved to a new apartment, it took some self-control not to splurge on fancy serving platters and cooking tools. I hope to be able to slowly build my collection of sophisticated, quality housewares that will last for years.
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