DTC brand Article plans second retail store, with more to follow
Vancouver, British Columbia — The direct-to-consumer (DTC) furniture brand Article is making significant strides in expanding its physical retail presence. Following the success of its first retail location in Vancouver, which opened in August 2024, Article plans to launch its second brick-and-mortar store in Toronto by late 2026. This move is part of a broader strategy to enhance customer engagement and strengthen its market presence across North America.
Expansion into Toronto
The new store will be located in the West House mixed-use luxury residence development at 90 Bathurst St. Spanning 9,600 square feet, the Toronto showroom will offer a curated selection of décor and accent pieces, in addition to facilitating in-store orders from Article’s extensive online catalog. This includes options for living room, dining room, bedroom, outdoor, and office furniture.
Enhancing Customer Experience
According to Aamir Baig, co-founder and CEO of Article, the brand has successfully operated under a digital-first model for over a decade, meeting the growing demand for modern furniture through online channels. However, recent trends indicate that physical retail can significantly enhance customer connections. Baig stated, “Over the past 18 months, we’ve seen how physical retail can deepen customer connections and strengthen our presence in key markets.”
Strategic Store Locations
Article aims to establish its retail locations in North American cities where its e-commerce performance is already strong. Baig emphasized that the goal is to leverage retail to build on existing momentum and facilitate a more tangible shopping experience for customers. The Toronto store is expected to incorporate several features designed to simplify purchasing decisions, including:
- Curated vignettes showcasing furniture arrangements.
- An extensive swatch library for customers to explore fabric and color options.
- Interior design services to assist customers in making informed choices.
- A designated area for children, allowing parents to shop at their own pace.
Performance Metrics
Article’s first retail location in Vancouver has reportedly achieved in-store average order values that exceed online sales by more than 20%. This impressive performance underscores the potential for physical stores to enhance overall sales and customer satisfaction.
Future Plans for U.S. Expansion
Following the Toronto opening, Article is set to expand further into the U.S. market, with plans for up to five additional North American locations by early 2027. This expansion reflects the brand’s commitment to bringing its modern furniture offerings closer to consumers and enhancing their shopping experience.
Conclusion
Article’s strategic move to open more retail locations signifies a shift in the furniture industry, where DTC brands are increasingly recognizing the value of physical stores. By blending online convenience with in-person shopping experiences, Article aims to create a comprehensive customer journey that caters to the evolving needs of modern consumers.
Frequently Asked Questions
Article operates primarily as a direct-to-consumer (DTC) brand, selling modern furniture online. They focus on providing high-quality products at competitive prices by cutting out the middleman.
Article’s second retail store will be located in Toronto, Canada, specifically in the West House mixed-use luxury residence development at 90 Bathurst St.
The Toronto store is scheduled to open in late 2026.
Note: This article is based on the latest information available as of March 2026 and may be subject to change.
