Incollect 10-18
digital disruptors
The Mine brings its midcentury mod goods offline, to New York
Dec 1, 2017
Katy B. Olson

The Mine, which back in April underwent a rebrand from its former name, ATGStores.com, has popped up in a LOWE’S store in the Chelsea neighborhood of New York. (Lowe’s is The Mine’s parent company.) Up for sale are furniture and decorative objects designed by the brand’s in-house team, available for purchase using a newly developed app called Envisioned. (Customers select and pay via a huge tablet located in the pop-up.)

Lowes The Mine
The Mine’s pop-up offers decorative objects, furniture and other pieces designed by the brand’s design team.

“We felt the holiday season was the ideal time to introduce ourselves, in person, to the Lowe’s customer,” Michelle Newbery, president of The Mine, says of the decision to come offline in New York. “Currently, New York is the top-performing market for The Mine. Our goal is to showcase to this urban market the incredible power of Lowe’s and The Mine to bring fresh style, inspiration, and a seamless luxury home design experience.”

Lowes The Mine
The pop-up runs through January 2018

The Mine has tested the pop-up concept near its Seattle headquarters over the past year, and, Newbery says, “gained valuable insights in that process. This launch on the East Coast is a culmination of these best practices, and will be a way for our New York customers to experience the very best of The Mine, in person. Our goal is to make high-end design accessible and attainable for all.”

Lowes The Mine
Customers use The Mine’s app to purchase product.

The Mine pop-up runs through January. Are there plans to expand the concept? Newbery remains mum on the topic: “We want to ensure we have adequate time in New York to optimize the customer experience before making future plans," she tells EAL. "We look forward to celebrating the most stylish and memorable holiday season, as partners with Lowe’s.”

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