From Clicks to Couches: 7th Avenue’s Experiential Bet on Physical Retail

TYSONS, VA – August 04, 2026 – In a move that underscores a major strategic pivot in the direct-to-consumer (DTC) landscape, Los Angeles-based furniture brand 7th Avenue today announced the opening of its first showroom in the greater Washington, D.C. metro area. The 1,215-square-foot space, set to welcome its first customers on August 7 at the bustling Tysons Corner Center, isn’t just another retail opening; it’s a physical manifestation of a brand built online now betting its future on the power of touch, feel, and in-person experience.

For years, 7th Avenue has cultivated a strong following through digital channels, selling its contemporary, functionally designed modular sofas to a national audience. The D.C. area, according to the company, has been one of its most robust online markets. Yet, until now, local customers had to make a significant purchase decision based on screen-based images and online reviews. The new showroom aims to bridge that gap, providing a tactile destination for a product designed for the rigors of everyday life.

The Clicks-to-Bricks Revolution

7th Avenue's expansion into one of the country's most prominent shopping malls is a telling example of the "clicks-to-bricks" phenomenon, where digitally native brands increasingly recognize the limitations of a purely online existence. While e-commerce offers unparalleled reach, high-consideration categories like furniture often demand a physical touchpoint to close the sale. This omnichannel approach is becoming a crucial differentiator in a crowded market.

The move is powered by a deepening strategic partnership with Macerich, one of the nation's leading owners of premier shopping destinations. Tysons Corner Center marks the second 7th Avenue showroom to open under this alliance, following a recent debut in Walnut Creek, California. With another location slated for Macerich's Kierland Commons in Scottsdale, Arizona, the strategy is clear: embed the brand within high-traffic, trusted retail ecosystems. This symbiotic relationship provides 7th Avenue with access to an established flow of high-intent shoppers, while mall operators like Macerich get to infuse their properties with innovative, experience-driven concepts that draw consumers away from their keyboards.

This physical expansion comes at a challenging time for the broader furniture industry, which has seen demand soften amid high mortgage rates and persistent inflation. However, for a DTC disruptor like 7th Avenue, this climate may present an opportunity. By investing in physical showrooms, the brand can build a deeper level of trust and brand loyalty that online-only competitors struggle to achieve, potentially capturing market share from legacy players and digital rivals alike.

“The D.C. metro has been one of our strongest online markets on the East Coast, and until now those customers had no place to sit on our sofas before they bought,” said Billy Shaw, Co-Founder and CEO of 7th Avenue. “Tysons Corner Center lets us meet Northern Virginia shoppers where they already come for the brands they trust.”

A New Experience for Furniture Shopping

What sets a 7th Avenue showroom apart is its rejection of the traditional furniture store model. Instead of rows of static displays, the space is designed to feel like an elevated, interactive living room. Visitors are encouraged to do more than just look. Under the glow of a neon sign that cheekily invites them to “Come Spill On Me,” they can test the brand’s performance claims firsthand.

The appointment-first model pairs each customer with a dedicated sales and design consultant who acts as a guide rather than a salesperson. They help visitors explore different modular configurations, experiment with fabrics, and visualize how a layout might work in their own space, whether it's a compact city condo or a sprawling suburban home. This hands-on, consultative approach aims to demystify the process of buying a major home furnishing.

“Every showroom we open is designed to feel like a warm, elevated living room rather than a furniture floor, and our first location in Northern Virginia is no different,” explained Josh Stinson, Co-Founder and COO. “Customers can walk in with their kids and dogs, experience a real spill test on the fabrics, rearrange the modular pieces, and see for themselves how one of the biggest purchases for their home holds up to everyday life.” This pet-friendly, life-proof ethos is central to the brand’s appeal, transforming the showroom from a point of sale into a problem-solving space for modern families.

The Sofa Engineered for Modern Life

At the heart of 7th Avenue's appeal is a product meticulously engineered to solve the common frustrations of furniture ownership. “The World’s Greatest Modular Sofa,” as the company calls its flagship product, is a case study in practical innovation.

The standout feature is its proprietary performance fabric. Leveraging a PFAS-free coating, the material is both water-repellent and stain-resistant, capable of withstanding spills from wine, coffee, or ketchup. This directly addresses a major pain point for anyone with children, pets, or a penchant for hosting. Going a step further, every fabric cover—on seats, arms, and backs—is fully removable and machine-washable, promising a level of cleanability that few competitors can match.

Beyond its durability, the sofa is defined by its "endless modularity." Each component is a standalone piece that can be reconfigured at will, allowing a two-seat loveseat to evolve into a ten-seat pit sectional as a family’s needs change. This adaptability is complemented by thoughtful comfort features, including memory-foam blend seat cushions and down-alternative back cushions with adjustable firmness. Some modules even contain hidden, soft-close storage compartments, adding a layer of utility to the design.

Perhaps most significantly in today's market, 7th Avenue has placed a strong emphasis on health and sustainability. Its fabrics are OEKO-TEX certified, ensuring they are free from over 100 harmful chemicals. Furthermore, the products have achieved GreenGuard Gold certification, which signifies low chemical emissions for healthier indoor air quality—a standard strict enough for schools and healthcare facilities. This commitment to non-toxic materials, backed by a lifetime warranty on the frame, positions the brand not just as a design choice, but as a wellness investment for the home.

Strategic Expansion in a Shifting Market

The Tysons opening is a key milestone in a deliberate and aggressive national expansion. Bringing the brand's total showroom count to 23, the new location extends its East Coast presence into the vital mid-Atlantic corridor, connecting its established markets in the Northeast and Southeast. This physical growth is carefully plotted, targeting affluent suburban corridors and major metropolitan areas from Los Angeles and New York City to Austin and Miami.

By planting its flag in Tysons Corner Center, 7th Avenue is strategically positioning itself to capture a diverse and valuable consumer base, drawing shoppers from the wealthy communities of Northern Virginia as well as the urban core of Washington, D.C. The direct Metro access to the mall further widens its potential reach.

As the retail landscape continues to evolve, 7th Avenue’s hybrid strategy appears prescient. The company is leveraging the scale of e-commerce while investing in the high-touch, trust-building power of physical stores. This balanced approach allows it to tell a richer brand story, validate its product claims in a tangible way, and build lasting relationships with customers who are increasingly seeking products that offer not just style, but performance, flexibility, and peace of mind.