The roughly 2,600-square-foot Guideshop in the SoHo Neighborhood near the intersection of Greene and Spring streets, will hold its grand opening in mid-May with a sampling of the e-tailer’s upholstery offering as well as a new customizable bed program, starting with queen and king beds retailing from about $1,300 to $1,800.

The Chicago-based company, founded by CEO Rob Royer,launched in 2014and opened its first Guideshop in Chicago shortly after — a store that later moved to Chicago’s Lincoln Park neighborhood to be closer to comparable home furnishings retailers but, more importantly, to other “digitally native lifestyle brands like Bonobos and Warby Parker," Royer told Furniture Today.

The SoHo location has similar retail neighbors and New York has been “on our roadmap for quite some time,” he said.

“It’s actually as big of a market for us as Chicago,” Royer said, adding Interior Define has received great consumer feedback from the market since its launch, suggesting “our brand proposition fits really well with the New York base.”

“We view the New York location as a window into our brand,” he said, adding one of the ways the company aims to differentiate is by blending online and offline experiences.

When a customer walks into the shop, she immediately sees all the custom options — large fabric swatches on the walls she can pull off and drape over the sofa she’s considering; a custom leg wall; and a touch screen that enables the shopper to interact and 3D visualize the sofas in a different configuration or fabric, similar to the experience Interior Define offers on its website.

Royer wouldn’t disclose the company’s investment in the New York location or disclose sales or estimates, but he said sales are on track to triple for the third consecutive year, and that the New York opening can be viewed as “an indication of the health of our business and where we’re headed.” He would not say whether or not the company is profitable yet.

A third Guideshop is expected to open later this year, though Royer wouldn’t yet identify the market, except to say it’s likely to be a West Coast city.

Interior Define’s new custom bed program is very similar to the company’s sofa experience, Royer said, but instead of customizable lengths — as bed size is standard — consumer can choose headboard height and legs (for high-leg design offered) as well as choose from the 70 fabric colors and types. There are three modern bed styles — Gray, Oliver and Harper — currently offered as king or queen frames.

“It will be a unique customizable experience and what we believe is a really disruptive price point given that the beds are not only customizable but are delivered white glove and set up as part of (the overall price),” Royer said.

Both the custom sofas and beds are coming from two Chinese factories with which Royer and his team work closely. Interior Define notes on its website average delivery time is between eight to 12 weeks, but as volume has grown for the e-tailer, that window has shrunk to an average of just under nine weeks for the company last year, he said.

The bulk of Interior Define’s business is transacted online, and while Royer expects a small shift with the New York store opening, he said he doesn’t expect any major changes in the ration of on-line to in-store purchases.

“The physical locations are essentially a platform for people to become aware of our brand and get that physical experience if they choose to do so,” Royer said.

But ultimately, I don’t’ see that balance ever leaning away from a high propensity of sales being online.”