Customer Service

American Freight debuts store format featuring improved shopping experience

January 5, 2024

American Freight has launched a new store layout promising customers an upgraded shopping experience.

The retailer, which sells furniture, mattresses and appliances, debuted the layout in two Denver-area locations which includes a new store in Westminster, Colorado.

The store experience offers enhanced product storytelling, interactive tech and customer services designed to make shopping simpler and hassle-free, according to a press release.

The brand plans to pilot the format in more stores in the first quarter of this year before rolling it out nationwide in Q3.

"We're thrilled to launch our redesigned store format as we celebrate the grand opening of our Westminster location and continue our Colorado expansion," Peter Corsa, CEO of the Home Segment of FRG Inc., the parent company of American Freight, said in the release. "Our plan is to roll out the new store concept to more locations over the next year to provide an even better experience for our customers nationwide as they shop our wide selection of affordable home furnishings, mattresses and appliances from trusted national brands."

The redesigned American Freight store format features:

• Enhanced brand and product storytelling for open-box appliances, including a color-coded system that will help customers understand the condition of each item.
• AR technology that lets customers visualize how furniture will look in their own home before purchasing.

American Freight opened its first Colorado location, in Centennial, in August, then expanded its presence in the state by opening stores in Pueblo and Colorado Springs last November. The opening of the Westminster store marks the company's fourth opening in the state in recent months.