Framebridge & Casper Expand Offline: Brick-and-Mortar Boom for Online Retailers
Framebridge, a direct-to-consumer custom framing company, is expanding its physical presence. Following the success of its first brick-and-mortar store in Washington, D.C., Framebridge plans to open a second location in Bethesda, Maryland next month. Meanwhile, Casper, the mattress retailer, also aims to boost its offline presence with plans to open 200 stores across North America.
Framebridge's D.C. store, opened on 14th Street, has proven successful. It showcases artwork from employees, customers, and local artists, reflecting the city's culture. The 1,200 square-foot store offers one-on-one consultation appointments with 'design experts'. The idea to open a second store in Bethesda came from Framebridge's leadership team. The new store will feature a 60-piece assortment of frames with transparent pricing.
Casper, known for its mattress-in-a-box model, is not the only online retailer exploring offline expansion. Warby Parker operates over 75 stores, while Wayfair opened pop-ups in Massachusetts and New Jersey last year. AdoreMe, a lingerie retailer, also plans to open 200 to 300 stores over the next five years.
Framebridge's second store in Bethesda, Maryland, and Casper's 200-store expansion across North America signal a growing trend of online-first retailers targeting physical stores. These retailers aim to provide customers with a tactile experience while maintaining their online presence.
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