As the boundaries between workplace and residential design elements are becoming more blended, we wanted to continue our exploration of how consumer-facing, retail entities are now engaging with more commercial clients. What is interesting is how each company has integrated this constituency into their business plans. We recently connected with Nicole Gaynor, who leads Room & Board’s Business Interiors market segment. We have noted over the past year or so, in our project profiles, that more product credits are going to retail resources. Nicole graciously gave us insight into Room & Board’s unique spin on how they approach commercial customers and are working to expand this part of their business.
The trend to include more residential product in contract design, especially the workplace has been accelerating at a rapid pace. When did you start to think about how to incorporate this as a business strategy?
Here is how Business Interiors was born; a local Minneapolis customer came to us back in 2005 asking if R&B could provide pieces that would help give their boutique hotel a more comfortable, relaxed atmosphere. A little more than a year after that project, our Business Interiors division launched. It wasn’t a decision we made lightly. As a company that believes in standing behind its products for every customer, we did our research to make sure our products could withstand the contract and hospitality environment. Our quality standards are high for the residential side of our business, so most of our furniture is already suitable for commercial spaces. Some items we upgrade structurally for commercial clients while still staying true to our modern aesthetic.
Where did you start seeing those changes occur and how did they manifest themselves?
Growth was very organic; we had multiple existing residential customers who started purchasing our furniture for their businesses. They loved the design, appreciated the quality and value of our product as well as the relationships and experiences they had with Room & Board as a company. Our goal has always been to deliver the same high-touch service we offer our residential customers to our Business Interiors customers.
Are there any trends or groups of products that lead the way for your push into the commercial market?
Our Top + Base table and desk program is a commercial customer favorite. We stock a vast number of base designs, top materials and sizes. In addition to all the design options available, our lead time for in-stock items can be as fast as six days for clients near our stores. Things we believe in for all our customers–offering lots of options, working within the U.S., keeping pieces in stock–really resonate with contract customers, too.