Soft Surroundings opens first store

ST. LOUIS -- Home furnishings catalog and dot-com retailer Soft Surroundings ventured into the world of brick and mortar today with the opening of the first of at least three new stores to come in the next two years.

The St. Louis flagship store measures 5,200 square feet and is situated in an outdoor mall called The Boulevard across the street from a Crate & Barrel. Although it launched a soft opening today, Soft Surroundings has scheduled its grand opening for mid-January.

Next year, another test store will open somewhere on the East coast, possibly Northern Virginia, and the site of the second test unit is still under consideration.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

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See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!