Bed Bath & Beyond’s flagship store in New York has reopened after undergoing a complete transformation to modernise the in-store shopping experience.

The renovated 8500 square-metre flagship, located on Sixth Avenue in Chelsea, sells bed, bath, kitchen, dining and indoor décor products as part of a $180bn home market.

With open sightlines and improved layout, in-store digital shopping tools through the Bed Bath & Beyond mobile app, and a collection of owned and national brands for every room of the home, the flagship renovation is emblematic of a $250m three-year project to remodel 450 of its stores.

“We set out a bold strategic plan last October to become a digital first, omni-always retailer,” said Mark Tritton, CEO of Bed Bath & Beyond. “A key component of our plan is modernising our stores to significantly elevate in-store shopping experiences while optimising their role in our digital-first, omni-always approach to help customers unlock the magic in every room of their homes. Our Chelsea flagship has served local community for decades. We’re proud to invest here and add to New York city’s return to normal to serve residents and visitors alike.”

The flagship, as well as other store locations, have been redesigned to connect with shoppers. Gone are a dizzying disarray of merchandise stacked high that led to shopping paralysis, and replaced with lower sightlines, wider aisles and neatly arranged products that inspire customers with a residential experience to help them shop.

The flagship itself takes advantage of floor-to-ceiling windows that let natural light pour in, while the bath section features high-quality tiled flooring, adding to the at-home feeling.

The flagship provides New Yorkers and visitors with a product assortment for every room of the home, as well as a collection of health-and-beauty products. The store’s one stop shopping also inspires customers to envision and create rooms that feel authentic to their personal style.

Bed Bath & Beyond has partnered with several leading brands to create experiences at its flagship location, including Casper’s first shop-in shop, creating an immersive in-store shopping experience of its suite of sleep offerings.

There is a SodaStream Bubble Bar, which offers a fun and engaging opportunity to purchase and personalise SodaStream bottles. On-site mixologists provide drink ideas and lessons, while demonstrating how to use the machine. The flagship is a destination for SodaStream users, as it is the most visited place in the USA to exchange the brand’s CO₂ cylinders.

More than 20 merchandising experiences will bring to life the company’s owned and national brands, such as Dyson and Google Nest products. Experiential in-store trials will allow customers to try before they buy, including an interactive vacuum display.

Café 3B is a modern barista serving La Colombe coffee that adds to the flagship’s relaxing shopping environment.

The renovation project strengthens the company’s commitment to being a digital-first, omni-always retailer. Customers can upgrade their shopping experiences by using a mobile app in an in-store shopping mode that allows them to navigate the store, view additional product information and create registry lists. QR codes are prominently displayed throughout to create endless aisles that make it easy for customers to shop for additional colours, sizes and products.

Also introduced is a scan-and-buy feature that lets customers immediately make purchases as they shop and therefore bypass the check-out queue.

The flagship has a dedicated pick-up area that provides a fast and easy way to pick up online orders, or shoppers can choose to have store staff meet them outside for kerbside pick-up, all within one-hour of placing the order. The flagship is also part of a store network that is now able to fulfil same-day deliveries throughout Manhattan.

Bed Bath & Beyond introduced in May an environmental, social and governance strategy that set several goals underpinning its commitment to people, community and the planet. The redesigned Chelsea flagship brings the strategy to life in several ways through its staff, environmentally friendly upgrades and more.

The store uses energy efficient measures to help reduce its overall carbon footprint. Upgrades include replacing fluorescent lights with LED lights, installing occupancy sensors and timers for lighting, and upgrades in energy-efficient HVAC and fans for temperature control.