Bloomberg Businessweek

Selling Experience

MORE SHOPPERS—ESPECIALLY MILLENNIALS—WANT HIGHER ENGAGEMENT BEFORE BUYING STUFF

WEST ELM Its new hotels will showcase the furniture chain’s designs

Shoppers at the new Pirch flagship store in Manhattan’s SoHo neighborhood don’t have to wonder how its pricey appliances and plumbing fixtures will work in their homes. A chef stands at the ready, eager to whip up a dish on that nifty six-burner professional-grade stove you’ve been eyeing. Worried that a dishwasher’s timer will be too loud for your tiny studio apartment? Demo it, inside one of the store’s 24 kitchen setups. You can even try

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