The expansion marks the brand's third location in the state, building on existing success in Miami. By choosing a high-traffic destination known for its blend of historic estates and contemporary condos, the furniture retailer aims to capture a diverse regional market spanning from Windermere to Lake Nona. The space operates primarily on an appointment basis, though walk-in visitors are permitted daily between 10:00 a.m. and 6:00 p.m. EST.

Co-founders Billy Shaw and Josh Stinson view the move as a strategic response to the region's rapid growth. The showroom model focuses on personalized design consultations, allowing shoppers to test configurations and fabric options in person—a key differentiator in an industry where most large-ticket furniture purchases still occur in physical retail environments. Beyond the showroom experience, the brand coordinates assembly and setup through third-party services to manage the transition from purchase to home integration.