<p>Following up on the hype surrounding (and success of) its New York retail foray last fall, the e-commerce furniture sensation Hem is taking over a stripped-down industrial space in Los Angeles for its second U.S. brick-and-mortar. The pop-up displays Hem&rsquo;s signature furniture, lighting, and accessories, and offers a sneak peek at some brand-new releases launching after the summer. &ldquo;I think we&rsquo;ll just put our furniture in there and it will look beautiful,&rdquo; says Petrus Palm&eacute;r, founder of the Stockholm-based brand. The provisional shop occupies a high-ceilinged concrete space in Row DTLA belonging to local e-tailer and Hem partner Poketo. For Palm&eacute;r, the pop-up signifies the enduring importance of the tangible in the e-commerce era, and of Hem&rsquo;s global community of designers and aficionados. &ldquo;It&rsquo;s just a natural extension of the brand growing and getting closer to its audience,&rdquo; he says, adding that the U.S. market accounts for roughly 60 percent of Hem&rsquo;s sales. And Palm&eacute;r sees the pop-up as more than an opportunity to connect with fans through cocktail hours&mdash;the retail strategy is becoming an inextricable part of Hem&rsquo;s business model. &ldquo;We can stay for a short time and meet customers,&rdquo; he says. &ldquo;And then we go back home, gather our forces, and plan for a new venue.&rdquo;</p>

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