A pandemic-fueled explosion of e-commerce growth for Slumberland Furniture is prompting the Oakdale-based retailer to invest in store experience.

“If people have the option to buy online, but choose to come in, we need to figure out how to deliver a really engaging experience,” said Kenny Larson, president and CEO of the 125-store chain founded by his family. “We need to think differently about the in-store experience.”

It’s a trend playing out industry-wide as retailers reevaluate the function of physical stores in an era of online shopping and lean into customer engagement. Slumberland operates stores in 12 Midwestern states, including 40 throughout Minnesota. The retailer has been testing design updates outside of the Twin Cities—colors, fixtures, logos. Its recently remodeled Eagan store, which features an updated exterior, new store layout and expanded departments for mattresses and decor, represents the culmination of that work and a model for the future, Larson said.

The new look includes distinct departments for home, sleep, and décor, plus a “big focus on accents and accessories,” Larson said. “We had those categories in the past but haven’t highlighted them to the degree we do now.”

When retailers were forced to shut down in 2020, Slumberland experienced three years of online growth in seven months, Larson said. Online sales remain higher than they were pre-pandemic, but leveled off from their peak.

Larson said current buying trends reflect a balancing out of pandemic shopping. “If you bought a new sectional a couple of years ago, when everyone was staying home, you probably don’t need one now.” But new pillows and accessories to refresh a living room are strong sellers and Larson said Slumberland is seeing an uptick in sales of dining room furnishings and accents as consumers return to entertaining.