SHOPPABLE STAGING: HOW BATCH IS REFRESHING THE RETAIL EXPERIENCE
Batch is at the forefront of changing how people shop by bringing stores into non-retail environments. The company takes residential staging to the next level by creating real home environments filled with furniture and décor down to the very small details. When you walk into a Batch space the unit has been decked out to show you the best features of the home and to make it easy to imagine living there. Added bonus, even if you don’t buy the residence, you may want to buy some of the furniture and decor you’ve just seen. Our CEO Lindsay Meyer provides some insight on how Batch is different and making the retail experience more fulfilling for customers.
What did you feel was missing in the current retail landscape and how is Batch filling this void?
Lindsay Meyer: Many home decor retailers rose to fame by owning a singular look. For Pottery Barn, it was very rustic-chic and farmhouse-classic. West Elm is much more midcentury. But in the last decade, the Pottery Barn and West Elm catalogs have been unbundled. There are single-product companies for nearly every single item and the options are dizzying. Buying at higher price points from relatively unknown companies presents many challenges. Batch saw a solve by bringing these items into homes for sale so that people could experience them in real residences to reduce some of these infrequent big-ticket purchases to a more pleasant, intimate offline journey.
Can you tell me about some of your most recent staging spaces? What could potential homebuyers experience/buy there?
Last week we completed a 1-BR condo in the Castro area of San Francisco. This space has an entryway, kitchen, living room, dining room, bedroom, bathroom and two outdoor areas. There are over 100 unique items to browse and buy, from and outdoor entertaining set, to a gorgeous silk duvet cover. There's art, decor, floor coverings, and furniture items.
You're a brand of brands, what does that mean?
We work with cool companies that want to exhibit their products in specific environments. We help these brands integrate into expensive urban real estate by setting up beautifully outfitted environments that prospective homebuyers are able to visit and interact with. The Batch brand is a composite of the thousands of underlying products from hundreds of emerging and established brands. It's an incredibly thoughtful mix.
How do you discover retail brands and work with them at Batch?
We began our journey with actual storefronts in SF and NYC. Through these "showrooms" we pitched and partnered with a multitude of brands. We also scout local markets and maker fairs. Our Director of Partnerships, Lauren, would love to hear from you, too! email@example.com