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Thom Filicia for Kravet Collections
Kravet’s to-the-trade decorative fabrics have arguably changed the interior design landscape, inspiring the industry’s most important designers for generations. And a key component of the company’s success is the Kravet family’s ability to anticipate and adapt their business to the ever-changing needs of the interior design community.
In 1993 the fabric house pioneered a new way to showcase fabrics with the launch of Kravet Collections, licensed collections created in collaboration with the industry’s leading interior designers. The company also evolved their strategy to include an editorial focus, packing their vast selection of fabrics into curated books. For example, one of Kravet’s newest collections, Kravet Perfect Plains, organizes solid fabrics in 14 edited books that are curated by texture.
Recently, the company has been a significant force driving the interior design community into the digital age. Showing the company’s ability to think outside the box, Kravet has pioneered relationships between the design world and blogging community with its annual Blogfest conference and continued support of the community. Even Kravet’s website is a tribute to their ability to innovate a to-the-trade business online—an interactive search feature allows designers to not only discover new fabrics but refine their search for the perfect textile.
From this willingness to embrace technology and a desire to constantly innovate in the ways they inspire their customers and designers, the company was open minded to a partnership with Dering Hall as a way to tell the stories of their seasonal collections.
Beth Greene, Kravet’s Executive Vice President of Marketing and Strategic Branding, says “Dering Hall’s digital storefront is an opportunity to tell a story that creates a true visual narrative, showcasing a wide range of not only our fabric, but casegoods, upholstery, flooring and hardware.” She adds, “Commerce is about telling stories and offering a unique point of view that serves to inspire. We must also tell a digital story for the younger customer.”
This August, Kravet opened four storefronts on Dering Hall—three dedicated to their most recent designer partnerships with Thom Filicia, Aerin Lauder and Alexa Hampton, and the fourth showcasing their Modernist Collection. Each storefront provides Kravet the opportunity to highlight the wide variety of craftsmanship across three very different designers.
Thom Filicia's classic American aesthetic is defined with bold signature prints while Alexa Hampton’s European flair is seen in a collection grounded by linens and textures in neutrals, jades and blues. Aerin Lauder’s collaboration with Lee Jofa is comprised of classic, timeless designs with traditional floral motifs recolored in fresh ways.
As Beth Greene explains, “Piloting our digital storefronts with Alexa, Aerin and Thom really showcases the vast product assortments in each collection, packaged in an inspiring visual narrative with an edited and curated point of view.”
With an increasing democratization of design via interior design blogs and social media, it is clear that Kravet recognizes and embraces the importance of continuing to tell comprehensive stories, not only for the designer, but also empowering the customer to have a more meaningful and impactful dialogue with their designer.