Boutique Living has a classic but polished foundation with influences from a decorator’s point of view. It is stylish, aspirational and modern. The look is trend right, not trendy. It is made up of a mix of patterns and solids with attention to detail and welcomed unexpected elements.
The target audience is a successful educated professional who travels several times a year and prefers boutique hotels over large chain hotels. The target consumer makes an above average income and usually shops at all retail stores. He/she has a busy life style and loves to socialize and travel and is passionate about décor and decorating the home.
At present the collections available in “Boutique Living” are Water’s Edge, Seville, Notting Hill, Ella and Dek Ray.
The Revival brand is the spirit of vintage. It is where classic designs meet urban style, but with a modern touch. Enzyme and stone-washed fabrics are incredibly soft to the touch. Sophisticated muted colors match the look and feel of the Revival brand.
The target audience is a college graduate/professional. The “Revival” audience aspires to have a home that has a hired decorator feel, but done by the homeowner through hunting and gathering items loved over time. She is sophisticated and traditional. She loves classic detailing but has a modern outlook. She adores natural fabrics and prefers a palette which has sophisticated and muted tones.
The collections now available in Revival are Verona, Salford, Savannah and Florence.
The Pure collection is a casual and relaxed quality brand with a minimal yet approachable aesthetic. It is inspired by a natural, environmentally conscious way of living. The entire collection is 100 per cent organic cotton for those who are conscious about the environment and choosing products that are free of unnecessary chemicals.
The target audience is the health conscious woman who buys organic food, is conscious about the environment and avoids using chemicals. She is well educated, quality conscious and does not mind purchasing organic items for a healthier living. Her personal style is clean, uncluttered and sophisticated.
Leiden, Pure Basics, Granada and Tanglewood are the collections now available in Pure.
