FIRST LOOK AT THE NOVOGRATZ POP-UP STORE, STARRING MOMENI RUGS, AMAZON KIOSKS
Design duo Robert and Cortney Novogratz launch their first pop-up store with the brand's area rugs, furniture and decor under one roof, and available for purchase from Amazon on in-store kiosks. |
NEW YORK -- Joining a retail lineup in the trendy Meatpacking District that includes Diane von Furstenberg, Patagonia, Alice+Olivia and Lila P, The Novogratz unveiled their first pop-up store, with Momeni rugs, furniture and decor, on Dec. 7.
"We couldn't imagine a better way to spend our holiday season than in New York City," said Cortney Novogratz. "By teaming up with Amazon, we can offer our valued customers a variety of timeless, functional and affordable items with complete convenience in a fun, unique way."
The pop-up shop will only carry a few small items, such as candles and doormats, available for sale in the store, the rest of the merchandise is being offered online through Amazon.com on in-store technology or the Amazon app on mobile devices. In the summer Amazon launched a dedicated launch page for Novogratz home goods (read full story).
"We are big online and online is getting bigger, but brick and mortar is still important," Robert Novogratz.told RugNews.com a launch party for the temporary store. "A pop up is clearly not the investment of a regular store and this one is in the greatest city -- the place to do a pop-up store.
"Novogratz is a different look ... it's a mass look at a great price and we have done really well with it online, but people still want to touch and feel things, that is why this pop up is so important to have."
The Novogratz inaugural pop-up shop in NYC will be open until Dec. 23 and showcases the brands area rugs, furniture and accessories.
The temporary showroom showcases a series of boutique-inspired room vignettes decked out with the husband and wife design duo's growing assortment of furniture, accessories and area rugs. It will open to the public Saturday, Dec. 9 and remain up and running through Dec. 23.
"Their brand has grown so much and continues on an upward trajectory with not just new releases with us but it has also gone into lighting and issued second, third and forth releases on furniture and the Novogratz want to continue to promote that," Momeni's Rachel Fasciani explained.
"Most of the rugs are here. Many of the newer items, such as the Villa collection -- an indoor outdoor polypropylene -- are here and also we have designs from the Delmar collection, which is a tufted wool. And finally, a bestseller for The Novogratz, is their doormats -- $29 is a quick and easy impulse buy which probably is what makes them best sellers," she continued. 
Novogratz rugs by Momeni are used throughout the pop-up store in room vignettes. Pictured above, a best seller from the tufted wool Delmar collection called Boho Dot.
Holiday shoppers can preview furniture and décor from The Novogratz collection or stop by to enjoy special events and entertainment from different musicians, photographers, artists and more. Located at 446 W. 14 St. The "Home for the Holidays" pop-up guideshop is open daily Monday-Saturday 11 a.m.-7 p.m. and Sunday 12 p.m-6 p.m.
"We are thrilled to be home in Manhattan for the holidays, bringing with us a personalized, boutique lifestyle for homeowners, renters, and everyone in between," said Robert Novogratz. "Not only will all who enter the space have a one-of-a-kind experience, but they will also see firsthand how the right design elements can jazz up any room."
The Novogratz products on show at the pop-up shop can be purchased online through Amazon.com at kiosks set up at the store.
Pictured above are two designs, Umbria on left and Emilia, from the new Villa collection of indoor-outdoor Novogratz rugs.
The playful District collection Skull design by Novogratz, of 100 percent polyester, is a top seller.
The Novogratz pop-up shop is located in the trendy Meat Packing District in NYC, near retailers including Jeffrey, Diane von Furstenberg, Alice+Olivia and Patagonia.