Steelcase subsidiary goes all-in on small business with new showroom

GRAND RAPIDS, Mich. – Height-adjustable workplace furniture specialist AMQ has unveiled a new showroom in West Michigan. With the new space, along with its partnership with West Elm, the company is targeting small-to-medium-sized business, which it says represents a growing portion of the workforce.

“AMQ’s commitment to small and medium sized businesses is what has driven us to work so hard over the past six months to create furnishings that address these employees’ specific needs,” said Ryan Vander Ploeg, vice president of marketing product development. “Although we regularly see and hear anecdotal evidence that SMBs embrace a slightly different work style from their large company counterparts, we wanted to be driven by the data when it came to developing products – and designing a workspace – that meets their needs.”

AMQ says SMB employees are more likely to work in the office three or more days a week than those at larger companies, at 75% vs. 65%. It also says SMB workers would go into the office more often if they had larger, individually assigned private spaces.

The new showroom – a 10,000-square-foot space finished in a cool palette – hopes to encapsulate these findings. The showroom is a range of interconnected areas that include individual and team spaces; collaboration spaces for in-person and virtual interactions; places with privacy for individual work or revitalization; and areas to gather, socialize and learn from teammates.

The showroom shows off the company’s expanded product offering, which includes the Amobi foldable workstation and the simple aesthetic of West Elm’s work lounge seating.

The showroom can be seen virtually as part of a 3D self-guided tour.

AMQ was acquired by Steelcase in late 2017. The acquisition provided the contract furniture giant with a broader range of price points.

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