Brick and mortar vs. pure play

16 Mar

Mat Herman lost his job in the home furnishings business before starting his own company. He created a furniture business, Apt2B, that bridges the gap between Ikea and Crate and Barrel. His business won the DailyCandy’s “Most Inventive Award” for their “Start Small, Go Big Competition” in 2012. The DailyCandy hosts the competition in which readers can vote for best new startup company.

Apt2B is based only in L.A. and has no brick and mortar presence. A brick and mortar business has a physical location, such as a grocery store. Apt2B is considered a pure play business because they sell products only online. They sell, warehouse and deliver locally in L.A. I think part of the strategy to stay local is to reduce any shipping costs to other parts of the country.

Their online presence is central to their business. Go to Count how many times you’re tempted to click on different pages. I think my total was 4 before I exited the site. According to Mat, the average consumer clicks on 12 different pages before leaving the site.

What’s your take on Apt2B?


– John Hyland


One Response to “Brick and mortar vs. pure play”

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