April 2015 Web Exclusive Article

Pirch opens in Paramus

    Writer: Ren Miller |

Article Photo
enlarge | CEO Jeffrey R. Sears stands near the entrance to the new Pirch store in Paramus, where a barista greets visitors with coffee.
A chicken turns slowly on a spit, its juices dripping rich flavor onto a tray of vegetables cooking below. A stream of water falls from the ceiling into a bathtub, overflowing into a bed of river rocks that hides a recirculation system. And on the “patio,” a dual-fuel grill and outdoor pizza oven stand ready for the next party.

These demonstrations and others are the focus of Pirch, a five-year-old San Diego-based kitchen, bath and home appliance retailer that’s opening its eighth store, the first one in the mid-Atlantic region, in the Garden State Plaza in Paramus. The grand opening of the 20,170-square-foot store is set for Saturday from 10 a.m. to 9:30 p.m.

The aim is to offer a curated array of appliance brands for kitchens, laundry rooms, bathrooms and outdoors. Consumers can actually try the appliances to see how they feel and work — the ranges cook, the refrigerators cool, the faucets dispense hot and cold water, the vacuums are available to take for a spin in the store.

At the center of the store, home accessories and gifts include Nest candles and home fragrances, art glass, home-related books from luxury lifestyle publisher Assouline and high-quality geodes, onyx bowls and other “jewels for the home” by designer Brenda Houston. The store is working with several companies to develop lines exclusive to Pirch, says Duane Kenton Jeffers, director of store merchandising.

About 70 brands are represented in the store, but the focus is on the product more than the brand. Prices and brands are listed discreetly on placards placed at the entrance to each vignette, and the store depends on competitive pricing rather than sales.

The average customer visit is 1½ hours, the company says, and shoppers can prearrange to have dinner cooked for a small group interested in seeing how an appliance works. A designer working with a homeowner or a small group of cooking or other home enthusiasts can also schedule time in one of the store’s breakout rooms on the show floor.

We are a way-of-life store and we want time spent in the store to be fun and interactive,” CEO Jeffery R. Sears says.

Address: 1 Garden State Plaza, Suite 1305, Paramus, NJ 07652
Phone: 551-999-6540
Hours: 10 a.m. to 9:30 p.m.

A chicken cooks at left and a pizza oven awaits the chef in one of the kitchen displays.

Water falls from the ceiling into a bathtub and overflows onto a river rock base that hides a recirculation system.

Grills stand ready for customers to try them in the “patio” section.

A curated collection of decorative home accessories is a destination for gift shoppers, even if the gift is for themselves.