Home Brands and Retailers Are Shrinking to Fit This Trend


While retailers in all industries scramble to appeal to consumers in urban areas, home retailers are more aware than ever that it takes more than just being located near their spot to appease them. More than having easy access to these stores, consumers should to be able to easily transport their products home (and fit them in their small downtown homes once they get there).

That’s probably why house and home accessories chain Pottery Barn is expanding its spring assortment to include styles specifically designed to fit smaller living spaces.

The retailer will be maintaining its signature style while incorporating ‘size-conscious’ and multifunctional elements into each piece, including:

  • flexible use featuring cushions that lift for additional storage access
  • built-in shelving
  • flexible, moveable storage
  • open-air alternatives to closet storage

What’s interesting to note is that the new collection will be sold exclusively at 15 Pottery Barn flagships including including New York City, the San Francisco Bay area, Los Angeles, Chicago, Atlanta, Houston, Miami, Denver, Portland and San Diego.

Half of these listed cities are known to offer the least bang for your buck in terms of renting square footage. So consumers in NYC, San Francisco, LA, Chicago, Miami, and San Diego will be especially happy to hear that while they may have to scrimp on size in order to keep their budget in tact, they may not have to sacrifice their homes sense of style.

“We recognize the opportunity to diversify our products and reflect the different ways people live today,” said Marta Benson, executive vice president and general merchandise manager. “Our spring collection offers new furniture and décor that embody Pottery Barn’s comfortable, relaxed style and are designed with an eye toward functionality, value and smaller scale. It’s exciting to expand our assortment and bring customers more choice when it comes to furnishing their home, big or small.”

Pottery Barn isn’t the only home retailer changing their tune when urbanization in North American is at a whopping 81 percent. West Elm recently debuted their ‘New Modern’ collection, in what Architectural Digest calls “a reflection of changing lifestyles.” Like Pottery Barn, the line focuses on size and multi-functionality, making it easier than ever to integrate each piece into small apartments and tiny homes.

IKEA also has an assortment dedicated to small spaces. In the ‘Small Ideas’ section of the retailer’s site, they describe their ethos on building a home within a small space: “[It’s] about finding and using hidden spaces and choosing furniture that does more than one thing. It’s about being creative, a little rebellious and doing what you dream about no matter how much or how little space you have. And we think that is a pretty big idea.”

In a world where historically, bigger typically means better, it’s refreshing to see companies taking a more realistic approach when it comes to their product assortments. After all, to be successful, it’s imperative that you take full stock of your customer’s needs… and strive to meet them.

Dayana Cadet

Dayana Cadet

Dayana’s love affair with writing spans all manner of content. As the Content Specialist at Hubba, connecting people to the things they love is where she thrives.

Follow her at @D_isforDayana
Dayana Cadet