CouchHaus Opens Pop-Up Showroom in Toronto

Furniture retailer CouchHaus is opening a pop-up showroom at 322 King Street East in Toronto with a soft opening in late October and with the showroom fully operational for November.

“This is an exciting next step for us. We first tested the Toronto market with our Stackt pop-up in 2024, and the response reinforced that customers want an in-person place to experience the comfort, dimensions, fabrics and customization options before purchasing,” said co-founder Paige Sandher who started the business with Harrison Gordon.

“The Stackt Market pop-up confirmed that Toronto customers were genuinely interested in a more personalized way to shop for furniture, but that they wanted to experience the product in person before making a decision. With a customizable sofa, details like comfort, seat depth, fabric, dimensions, and configuration are much easier to understand when you can sit on the product and work through the options with someone. The feedback and demand we saw gave us confidence to return with a longer-term location where we can create a more complete showroom experience and continue learning from the market.”

Reason for the location

She said King East is a natural fit because customers already visit the area with design and home furnishings in mind.

“Being in that environment gives CouchHaus strong visibility with both consumers and design professionals, and it allows customers to include us in a broader shopping trip. The location also gives us the opportunity to introduce the brand in a neighbourhood that understands design while remaining accessible to customers across the GTA,” said Sandher.

“Our goal is to build a strong local customer base, deliver an exceptional in-person experience and learn what Toronto customers need from us. We will be looking at demand, showroom traffic, sales performance, customer feedback and the role the location plays in building awareness across the Greater Toronto Area. The pop-up gives us enough time to assess the market thoughtfully before making a longer-term real estate decision.”

The showroom experience

Sandher said the showroom experience further supports its online experience.

“While our design team can support clients virtually, comfort is personal. Our customers can customize the dimensions, configuration, depth, cushion fill, fabric and other details, so the showroom helps turn what could feel like a complicated decision into a clear and confident one. Our Design Consultants act as concierges: they listen to how someone lives, understand the space and help build the right sofa around that customer’s needs,” she said.

“Toronto is the next step in building CouchHaus as Canada’s leading customizable furniture brand. Vancouver gave us our foundation, Calgary demonstrated the value of entering a new market with a physical showroom, and Toronto allows us to bring the experience to Canada’s largest market.

“Our near-term priority is to execute well across all three cities while using what we learn from our showrooms and online purchasing data to guide where we go next. That could mean a second location in Toronto or Vancouver, or expansion into markets such as Ottawa and Montreal. We want to follow our customers: looking at where online orders are coming from, where demand is growing, and where an in-person experience would have the greatest impact.”