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How Art Lee Created a Lifestyle Movement with Furniture Brand Rove Concepts

  • October 22, 2023
Art Lee

Almost every business in the modern economy faces the tension between brick-and-mortar and e-commerce. The luxury furniture industry is no different.  

Traditional brick-and-mortar stores have historically been the cornerstone of the luxury furniture industry. These physical showrooms offer customers a tactile and immersive experience, allowing them to touch, feel, and assess the quality of luxurious materials and craftsmanship. Customers often value the personalized service and expertise associated with these upscale retail environments. Unfortunately, these stores have high overhead costs, including rent, utilities, and staff salaries. As consumer preferences change, however, becoming more and more comfortable purchasing everything online, the traditional model is being challenged. 

The rise of online shopping has introduced new opportunities and challenges to the luxury furniture market. E-commerce platforms have enabled furniture brands to expand their reach globally and connect with a wider audience. From newcomers like Wayfair to online arms of traditional industry players like West Elm, online platforms are enabling customers to browse, compare, and purchase furniture from the comfort of their homes.  

Rove Concepts is a modern furniture brand marrying high-quality luxury furniture, modern e-commerce convenience, and various innovative digital tools, with traditional brick-and-mortar showrooms. Rove is more than just a furniture brand, it is a lifestyle movement that curates how people feel at their most intimate and personal moments at home through physicality.  

Over ten years ago, Art Lee founded Rove Concepts as all great entrepreneurs do, by solving a problem he encountered in his own life. Lee quickly saw a massive gap in the market when looking to purchase furniture for his own apartment. Generally speaking, the industry leans towards two extremes: expensive luxury furniture or cheap furniture with dubious durability. Simply put, Lee couldn’t find furniture in the “Goldilocks zone” — something that looked sleek and wouldn’t break the bank, or

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Vancouver Rove Concepts opens flagship in heart of downtown

  • September 27, 2022

There’s a new look in town.

Luxury Vancouver-founded furniture and design brand Rove Concepts is opening its first-ever flagship showroom.

The 4,000-square-foot space on the corner of Granville and West Pender streets has sat empty since December 2020. Dunn Tailors used to occupy the 480 Granville St unit and was recognizable by its iconic red neon sign that hugged the entrance.

The Dunn signage is gone now, replaced with a sleek white neon instead and giant plate glass windows which give an unobstructed view into the contemporary design showroom.

Rove Concepts was established by Art Lee in 2011 as an updated take on mid-century modern furniture, which his grandfather made. The retailer specializes in luxury interior design and has a minimal Pacific Northwest meets Arizona-chic vibe.

The furniture and lifestyle pieces are primarily handcrafted in an artisan workshop owned and operated by Rove Concepts using sustainable materials. The company has already phased out paper product instruction manuals and is in the process of completely phasing out genuine leather by the end of 2022. There are plans to roll out more eco-friendly packaging before the end of the year and switch to electric delivery vehicles in 2023. By 2024, the goal is to completely phase out plastic in furniture production and packaging.

Lee has also incorporated extended reality technology into the new flagship with an immersive augmented reality design lab that allows customers to design their spaces using rove furniture.

The palatial showroom is furnished with Rove’s bestselling living room, bedroom, and dining room pieces alongside the new 2022 collection. The store opens on September 22 and will operate Tuesday to Saturday from 10 a.m. to 7 p.m.

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