A San Francisco-born furniture brand best known for its screw-free wooden bed frame is planning to bring its first Colorado showroom to Denver's Cherry Creek North neighborhood. City filing records show Thuma has plans to open a store at 257 N. Fillmore Street, a two-story retail building that most recently housed a Swedish electric vehicle showroom.
According to WhatNow, the filing marks Thuma's Colorado debut, with the brand set to be represented in the state through the new Denver store. The Fillmore Street address offers 6,014 square feet of gross leasable area across a building constructed in 1976 and renovated in 2015, according to a LoopNet listing that had the property on the market for lease as of January 2025. The space previously served as a Polestar Space, the EV maker's 19th U.S. retail showroom, which opened there in April 2021 as part of the automaker's national rollout, per a Polestar announcement at the time.
From a Screw-Free Bed to a Full Home Line
Thuma built its identity around what it calls The Bed — a minimalist wooden frame that uses traditional Japanese joinery so it can be assembled without screws or metal hardware, a design detail that has helped define the brand since its 2017 founding in San Francisco. The company has since evolved from a bed-focused brand into a broader home furniture label, per WhatNow's reporting, now offering living room furniture, office furniture, dressers, nightstands, sofas, shelves, lighting, rugs and other decor items alongside its original beds and mattresses.
The company draws inspiration from modern architecture, Japanese craftsmanship, fashion and interior design, and it markets itself around minimalist forms, natural materials and functionality, the WhatNow report notes. Sustainability is also central to that pitch: Thuma's wood bed frames are built from solid upcycled rubberwood with cushion-coated slats engineered to cut down on noise while preserving structural airflow, according to product specifications from Thuma.
Joining a Crowded Field of Tool-Free Beds
Thuma isn't alone in the notch-locking bed frame business. The popularity of tool-free wooden beds has drawn a wave of direct-to-consumer rivals, including DreamCloud, Avocado and Silk & Snow, all offering similar Japanese joinery-style assembly, as noted by Business Insider. Many of those competitors have positioned themselves at lower price points, underscoring how crowded this corner of the furniture market has become even as Thuma pushes into physical retail.
At its flagship locations, Thuma pairs in-person furniture viewing with professional interior-design assistance, giving shoppers a chance to see the full catalog beyond what's practical to browse online. The Denver location is expected to offer that same combination of physical displays and design consulting for bedroom, office and living room collections, per city filing records cited by WhatNow. Some of Thuma's other showrooms have also folded in a hospitality element called Café Thuma, a coffee bar serving handcrafted beverages and local pastries inside the retail space, according to Forbes reporting on the brand's SoHo flagship.
Part of a Broader National Retail Push
The Denver plans fit into a fast-moving expansion for Thuma, which already has flagship stores in New York, Los Angeles and San Francisco. The company opened brick-and-mortar locations in New York City's SoHo district and San Francisco's Marina District in 2024, followed by a West Hollywood flagship in early 2026, and it has submitted plans for a Georgetown showroom in Washington, D.C., according to Uncover LA's reporting on the company's retail rollout. No opening date has been announced for the Denver store, and WhatNow's report does not specify when the Fillmore Street location might open its doors.
Thuma's arrival adds to a period of change for home furnishings retail in Cherry Creek North. Local retailer HW Home announced its move to a larger, 10,000-square-foot space at the 9+CO development after years in the neighborhood, as per Hoodline. Meanwhile, the district's commercial real estate has kept drawing investment, including a $65 million refinancing loan secured in July for the 120,000-square-foot mixed-use complex at 200–250 Columbine Street, a deal Hoodline reported involved SouthState Bank and property owner Crescent Real Estate. Together, the moves suggest Cherry Creek North remains a magnet for experiential retail even as individual tenants shuffle addresses within it.
