VMSD - November 2016 - 24

M ar k Ste e l e , C o l um bu s, Ohi o

D ar i n Fong, San D ie go

PIRCH RETAILER OF THE YE AR

Above Guests are
welcomed to Pirch with the
offer of a complimentary
cup of coffee or water.

Editor's note:
Thank you to Fitch
(Columbus, Ohio), which
designed the stores shown,
for providing photography
used in this feature.
24

NOVEMber 2016

vmsd.com

BREAKING THE MOLD
Pirch's experiential concept is supported by its showrooms, which allow shoppers to browse its collections
and try products hands-on. Its vignettes are meticulously curated, and every appliance is fully powered and
operational. Water flows from every faucet, nozzle and
showerhead - and yes, even the toilets flush.
"The design of our stores is critical," said Sears in an
exclusive interview with VMSD. "[It] informs the customer journey and, ultimately, the experience for our
guests. Our goal every day is to create a place that one
can trust ... We are tied to a complex residential construction industry and, by default, that is not a perfect
world."
Though there are trained personnel to educate
customers in store, Pirch does not sell design services.
Instead, the retailer chooses to focus on its core competencies and partner with residential designers, architects and builders to plan and execute a project.
"An advantage is our ability to properly interpret
the design direction from the professional community,
for their client, in order to deliver a superior experience
without wasting time or duplicating resources," Sears
said. "It is about being a trusted mentor, a partner in our
customers' process, and being there for them through
the life of the product."
ACTIONS OVER WORDS
Pirch's distinct corporate culture is driven by its
Elements of Joy "manifesto," filled with uncommon
advice from a large corporation like, "Go on an adventure." The retailer understands the impact that happy,

empowered employees can have on its business, urging employees and customers alike to "live joyfully."
"Our training is about investing in the people who
represent the culture we define," Sears told Forbes
magazine. "The emotion of the stores emanates from
the smiles on people's faces and the passion they
have about serving others. You can't sustain a culture
unless you have a foundation from the training first."
It's a strategy that resonates with consumers - to the
tune of $3000 per square foot at its most recent SoHo,
New York, location, according to Fortune magazine.
TO THE FUTURE AND BEYOND
This past May, Pirch unveiled a new 32,000-square-foot
flagship in New York's SoHo neighborhood. Featuring
its atypical experiential model, shoppers are able to
interact with high-end kitchen, bath and outdoor products - they can even set a special private appointment
to try out a shower. (Read the full feature in VMSD's
September 2016 issue.)
The company is poised for the future, and recently
welcomed new CEO and President Andrea Dorigo, the
former president of eyewear brand Oakley (Foothill
Ranch, Calif.), a subsidiary of Luxottica (Milan). Sears
has moved into a new role as chairman of the company
he co-founded. "The greatest compliment to a young,
explosive team of people is the ability to attract great
talent," he says.
In essence, Pirch represents a vision of modern
retail that's exceedingly relevant to today's consumers
as they search for an elevated experience that compels
them to return. 

http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - November 2016