Reform, a Danish Kitchen company formed by Michael Andersen and Jeppe Christensen, celebrated the grand opening of their flagship kitchen showroom in Dumbo this November. The address is 39 Main St.
The new location in Dumbo is Reform’s largest showroom investment ever and marks the beginning of the brand’s expansion into the United States market with three more showroom openings already scheduled in Los Angeles, Philadelphia, and New Jersey. The expansion is financed by Paris-based Experienced Capital, who invested €25 million (just under $26 million) in Reform.
“We see a great fit because the neighborhood is known for being a hub for creatives such as designers, architects, and artists,” said Rikke Bødker Christensen, public relations manager at Reform. “We are a design brand working with architects and designers, so we see a natural connection to the area in that sense. Besides that, Dumbo has a vibrant and forward-thinking atmosphere that we really like and that we also think is reflected in the way we work. It’s easily accessible to the rest of the city and the picturesque location just between Manhattan and Brooklyn bridge just makes it a great spot.”
“We want to show that you don’t have to choose between quality and affordability,” Bødker Christensen said. “You can have both.”
Reform often uses IKEA products and Jeppe Christensen said in an interview with friendsoffriends.com, “When you’re starting a company, you really need to just go ahead and do stuff so you can gain some momentum.”
However, while some people still think of Reform as an IKEA hack firm, that is no longer the case.
“Today we are a ‘complete’ kitchen brand producing our own interior – cabinets, and drawers – which means that we now offer the ‘full package’ in order to provide a better customer journey and quality,” Bødker Christensen said.
The grand opening showcased some of Reform’s kitchen designs and they had some great food too.
