How the Face of Fashion Brings Strength and Star Style to Home Goods – Sourcing Journal

Universal Furniture’s showroom hall seemed a little busier during the recent High Point Market. While the Covid-19 vaccine definitely has something to do with increased traffic, much of the buzz has to do with emerging supermodel Miranda Kerr, touting her new Tranquility line for the furniture maker.

Tranquility is the second line of models and the mother-of-two has collaborated with Universal, and for the company, partnering with celebrities from the fashion industry not only adds star power to her business, but also makes it possible to leverage the expertise of someone experienced in the ins and outs of fashion.

“It helps define who we are, and informs the overall aesthetic and the little details that are put into every piece of furniture we make,” said Neil MacKenzie, vice president of marketing for Universal Furniture. “It’s also important that Miranda is a mother, business owner, and entrepreneur who doesn’t just lend her name—she’s really involved, and it shows up in projects we’ve worked on together.”

Kerr isn’t the only fashion name to jump into the household goods business. While many fashion brands have their own product lines, the trend of traditional furniture and homeware companies partnering with fashion designers, models and others from the apparel industry has evolved over the past decade.

Earlier this year, Dan Simmons Bedding launched the Beautyrest by Christian Siriano mattress line and Calvin Klein has a rug collection for Nourison, but the grand dame of the fashion and home partnership is Kathy Ireland, who made her name as a model and now leads a home goods empire that includes many partnerships. with furniture and accessory brands.

Miranda Kerry’s Tranquility home collection for Universal Furniture

“What women experience on the runways in Paris and Milan, they want to translate into their homes,” says Ireland of her success in integrating her experience in fashion into furniture.

“The combination of design and business has always been a passion,” he added.

Live design

While many licensed lines in the furniture industry with celebrities are partnerships in name only, Kerr has taken an active role in the creation of her collections with Universal. At their initial meeting, Kerr presented a design vision with his ideas for a potential collection. And he has worked closely with the company’s designers ever since.

“I have been in the fashion industry since I was 13 years old, and I have traveled the world several times, having different experiences with different cultures,” she said. “And I think a lot of that has been absorbed unconsciously — seeing the different textiles and fabrics, being in fashion for so long and then also from that cultural travel experience. And I’m very specific about the things I like and don’t like.”

Ireland says there is hope not only from its licensing partners but also buyers to become more than just a famous face in showrooms. He recalled his first acquaintance with Irv Blumkin, then CEO of major furniture retailer Nebraska Furniture Mart, who doubted that he actually had detailed knowledge of the items bearing his name.

Miranda Kerr’s home collection at the Universal Furniture showroom at High Point Market

“Mr. Blumkin saw a member of our team and believed I had an entourage, he said I needed to take him through the showroom myself, and if I didn’t know my stuff he wouldn’t buy,” said Ireland. “After taking a deep breath Inside, we walked past the showroom, and to our surprise, Mr. Blumkin accepted our design and gave us a chance.”

Focus on fashion

For furniture companies partnering with well-known names from the fashion industry, the goal is more than just attaching celebrities to their brands. In a segment that generally follows fashion rather than leading it, home furnishing companies can give their products a style boost when working with someone with direct knowledge of the trending industry.

“When we entered the furniture industry more than 20 years ago, the landscape was a sea of ​​similarities—neutrals and traditional silhouettes,” says Ireland. “Something our team shared was, ‘Don’t be afraid of colors! Unleash your personal style!’ We look forward to continuing to inspire and transform the furniture industry by encouraging makers to have fun with design and be aware of fashion and lifestyle trends.”

And although models generally wear fashion rather than create it, the closeness they have with designers and other creatives in the apparel industry gives them an appreciation and understanding of style that can translate into household items.

“Being in the industry for so long, exposure to fashion and working with some of the greatest and most creative people in the industry taught me a lot,” Kerr said. “And it really trains your eye for detail. Because of everything I do, I’m like, ‘how can I do better next time?’ So you really zoom in on every little detail.”

Miranda Kerr’s Tranquility house collection with Universal Furniture

Business improvement

Ultimately, this fashion and home partnership is meant to build a business for furniture companies and celebrity collaborators. And if the Irish and Kerr lines are any indication, this partnership could be quite lucrative.

Ireland has built a multi-million dollar business with its home furnishings line with companies such as Pacific Coast Lighting, Nourison, Michael Amini and Bush Furniture. And Kerr’s first collection for Universal has been a huge hit, with strong orders for the new line on its debut at High Point Market. And for the folks at Universal, the drive for business and an increased reputation as a style leader in the industry has made partnering with Kerr an extraordinary experience.

“We are very pleased with the success of the first collection, Love. joy. Bliss., and Tranquility have been well received in the market,” said MacKenzie. “Having Miranda come to market to experience what High Point has to offer our customers is an added bonus. We are lauded for the intricate finish and fabric details that give the collection an elevated look and feel.”