Homestead Takes Lifestyle Approach

Homestead moved beyond textiles to present a total home scenario this month: an assortment of some 1,000 skus that includes tabletop, lamps, occasional furniture, décor pieces, storage, floor coverings and other small hard home categories as well a range of home textiles.

Homestead usually presents a stable of micro-brands in home textiles — either up-trending but under-the-radar lifestyle impresarios (such as organic oracle Mary Jane Butters) or sub-brands of upmarket labels (such as Peacock Alley and Nancy Koltes).

At this month's New York Home Fashions Market however, Homestead placed its bet on one micro-brand: fashion designer Rebecca Moses, a New Yorker who resides in Italy and specializes in the contemporary confluences between both sides of The Pond.

The point is to emphasize Homestead's scope now that it is a division of international trading firm Li & Fung, which acquired Homestead in late 2006 and has a long history in sourcing a wide variety of consumer goods.

"Li & Fung is an awesome power," said David Greenstein, president of Homestead. "It gives us a lot of flexibility in sourcing, so we're not stuck in a country that's gotten expensive or gotten difficult."

At market, Homestead set up a series of Rebecca Moses lifestyle rooms — master bedroom, children's room, bathroom, living room, foyer and garden — cross-merchandising hard and soft home pieces appropriate to each.

"We can do what lifestyle specialty stores do for themselves, but for the traditional retail base," said Greenstein.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.

CURRENT ISSUE

HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!