Out of the Box Big-Box Store

At Pirch, an experiential approach to shopping for kitchen and bath basics takes the guesswork out of product performance—and adds fun.

Photo courtesy of Pirch

Who says shopping for a dishwasher—a sink or even a toilet—can’t be as exciting as shopping for, say, that perfect little black dress? That is the thinking behind Pirch, a much-heralded, California-based retail chain that opened its first Northeast showroom in Garden State Plaza Mall in March.  Founded in 2009 by a group of entrepreneurs who want to change how the public shops for essential household items, Pirch offers a carefully vetted collection of premier kitchen, bath and laundry appliances and fixtures, outdoor living items and more.

“Pirch stores are fully activated spaces where water flows, flames flicker, knobs turn and timers beep,” says CEO Jeffery Sears. The idea is to allow shoppers to “try before they buy,” he says. By appointment, even the aromatherapy shower and heated toilet can be auditioned.

The idea is to animate the environment to feel like home. Merchandise is displayed in full-room settings; signage is clever and pricing is clear. The scent of coffee wafts through the ground-floor showroom, and baristas at the fully stocked coffee bar are at the ready with latte, cappuccino or espresso. The delicious fragrances of home readily fill the store on weekdays around noon, when cooking demonstrations by full-time culinary experts are in progress. Want to try the stove for yourself? You can. In fact, you can arrange a time to invite a few friends for a bite prepared in-store with the chef.

While high-end brands dominate—Sub-Zero, La Cornue, Duravit, Rohl, Bosch, Miele and many more—Sears says there’s something for every budget, “from entry-level new homebuyers and remodelers with modest budgets to those possessed of the means to realize most any dream.”

The Paramus showroom is the eighth in the young company’s history. (Others are mostly located in California; another is slated to open next year in Manhattan’s Soho district.)

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