furniture store – The Interiors Addict

Brosa see 180% increase in furniture sales since Covid

There’s no denying that COVID-19 has pulled our focus onto our homes and furniture retailer BROSA is living proof, with a massive spike in sales and social media followers since the pandemic. More than ever, people are concentrating on interior design, as the increased time indoors makes us reevaluate our living spaces, how they function and make us feel.

BROSA have seen sales grow by more than 180% since March, with contemporary designs like their Ada Swivel Chair being particularly popular. Even the brand’s Instagram followers have jumped 60% since the Australia-wide lockdown.

During this period, the way in which people shop has also fundamentally changed. BROSA firmly believe that the future is led by a “digital-first omni-channel strategy”. Originally existing solely as an online retailer, BROSA opened a Melbourne studio last year, and they opened their first walk-in showroom in Sydney last week.

“We’re focused on continuing our mission to change the furniture industry for the better, to grow our team with the very best talent, and to transform traditional furniture shopping,” says CEO and co-founder Ivan Lim.

This integration of the digital and the physical caters to the unique nature of each customer; some will turn online for inspiration, research, and to purchase, while others love to talk to a stylist in person – to see, touch and feel the products before transitioning to the digital sphere.

The new ‘Studio+’ in Sydney’s Rosebery, like its Melbourne counterpart, isn’t just another shop. While it showcases a wide range of practical design-led furniture, allowing customers to touch and sit on it, it’s complemented in-store by some of the innovations the digital brand is known for, including augmented reality. QR codes allow you to shop unassisted by scanning the code, and even being able to purchase on the spot.

Stylists are on hand to help you if you’d like. But if you’d rather just scan your own QR code, that’s cool too!

Visitors are invited to bring their moodboards and colour swatches, or simply come to be inspired. But if you can’t, or don’t want to, make it in, BROSA’s online services include virtual tours of the Sydney and Melbourne studios and, for a more personalised experience, virtual consults with a BROSA stylist. You can book online for a free 45-minute appointment that consists of working with you on your floorplans, ideal product selection, and inspiration.

Customers can also view products in 360 degrees and “view at home” through augmented reality – like a virtual test drive, that lets you see the pieces you’ve selected in a real-life context.

“Due to the shifting nature of the furniture industry, and the recently accentuated focus on crafting a beautiful and intentional living space, this digital-physical fusion is ideal for those who desire a fully immersive retail experience.”

BROSA Studio+, 6/85 Dunning Ave (The Cannery), Rosebery NSW, 2018

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Danish couple feeding Aussies’ love of Scandinavian furniture

After modest beginnings in 2010, with a single container of hand-picked vintage Scandinavian furniture, Melbourne’s Danish Red has grown to become Australia’s largest purveyor of new and mid-century original Danish furniture, stocking brands such as Onecollection (makers of the Finn Juhl collection) and Skovby Furniture to name just a few.

Originally from Denmark, owners Jeanette Sorensen (the daughter of a Danish furniture maker) and Ole Sorensen, met in Australia and ran a successful building company together before indulging their passion for Danish design. “I came out to Australia from Denmark as a young girl as my father had a contract to work for Danish DeLuxe Furniture – a company that make Danish designed furniture in Australia,” says Jeanette whose family soon decided to make the move a permanent one. “Ole came as a young man looking for new adventures and had every intention of going back to Denmark until he found me. His background is in building and design.”

Skovby sm27emh_sm52emh_sm914eh_sm942eh_1 — Skovby No. 27 dining table with No. 52 dining chairs, No. 942 sideboard and No. 914 display cabinet

It was on a trip back home to Denmark that the idea for the store arose. “We were in Denmark when we had the exciting idea for a retail store in Melbourne selling mid-century vintage Danish furniture, showcasing pieces by well-known mid-century designers such as Hans Wegner, Arne Jacobsen and Borge Mogensen,” says Jeanette.

Onecollection Finn Juhl Cocktail Table-4_1 — Finn Juhl designed Baker sofa and cocktail table by Onecollection

A Danish design die-hard, Jeanette can’t find fault in the movement. “What’s not to love about Danish design? Its simplicity, functionality and the beauty of its natural timbers and timeless designs have all stood the test of time,” says Jeanette who goes onto explain a bit about the father of modern Danish design, Kaare Klint. “Kaare realised as early as 1924 that there was an inter-relationship between people and furniture. He noticed that apartments and homes were built smaller and furniture needed to be adapted to the space. Functionality became key, and all forms of ornamentation were eliminated, and so began Danish modern design.”

Skovby sm72e_sm94e_sm732e_73210e_73237e_0_1 — Skovby No. 72 extendable dining table with No. 94 dining chairs and No. 732 Modo storage module

Situated on High Street Armadale, the store also stocks several other iconic Danish design brands such as Skipper Furniture, Haslev Furniture and Bernhard Pedersen and Son – Jeanette’s favourite piece at present is the Oda chair by Nanna Ditzel. “It was originally nicknamed the ‘nursing chair’ because it embraces you while nursing a child,” says Jeanette.

Oda Chair & foot stool_smal-2 — Nanna Ditzel Oda chair

“I love the pure and simplistic design of Hans Wegner’s chairs, the sculptural and organic design of Finn Juhl’s furniture, the affordable and practical designs of Borge Mogensen and, not to forget, the iconic Egg chair by Arne Jacobsen,” adds Ole.

Check out Danish Red online.