While the pandemic has forced many stores to shut their doors, the 115-year-old design firm Herman Miller is going in the opposite direction. This month, it opens two 1,500-square-foot stores in Los Angeles and New York, where customers can test drive the brand’s well-known desk chairs with ergonomics experts on hand to provide insight.
Herman Miller believes this kind of in-person consultation is important: While its office chairs are designed for a range of body types and working styles, it can be hard to know which is a good fit until you actually plop into one. At the store, you can twirl around in the iconic Aeron chair, with its breathable mesh base, or lean back into the more affordable Sayl, with its superior lumbar support. “Some people fidget while they work, so they need a chair that adapts to their movement,” says Debbie Propst, Herman Miller’s head of retail. “Others don’t move as much, but they need more back support since they will be stationery for hours.”
Given the high price point of Herman Miller chairs, which range from $600 to more than $1,500, many customers want to try before they buy. Propst says the company is following standard safety protocols, like making gloves available, requiring everyone to wear a mask, conducting regular cleanings, and limiting the number of customers inside. For those who prefer not to shop in person at all, the company is also doing virtual store visits with its ergonomics experts, who can show customers features of each chair over video.
Herman Miller is leaning heavily into the language of health and wellness, making the case that a supportive chair can help improve your overall health and happiness. “We know that sitting is not good for our bodies, but how we sit matters a great deal,” Propst says. “Our ergonomic research shows that sitting comfortably and with a good posture can influence your sleep, heart rate, and productivity.”