Barclay Butera builds out
Retail Editor 3 -- Home Textiles Today, October 15, 2012
Hollywood, Calif. - Home textiles are at the heart of Barclay Butera's design perspective in his business - with his interior design work, for his expanding offering of branded home furnishings, and at his three retail specialty retail shops.
"Fabrics and textiles have always played a huge role in my interior design aesthetic and in my showroom displays," Butera told HTT. "People often ask me, why the collaboration with Kravet when I have my own line of fabrics? I find it compelling to offer my signature look and lifestyle fabrics as a way for us to create highly personalized environments for a very discerning clientele."
That philosophy is the anchor of the designer's three-unit retail business. In fact, textiles also "play a huge role in his merchandising and interior design projects, mixing and matching fabrics and layering them "into a chic and sophisticated design." And more often than not, the look incorporates his favorite color - blue, because "it's classic, and it's the color I'm known for," he noted - and "some sort of animal print."
Butera opened his first store in 1994 in Newport Beach, Calif. The flagship store represents the designer's style at its purest - "all-America design with a sexy West Coast twist," as it has been described. It is stocked with classic and iconic Barclay Butera furniture mixed with his licensed collections of rugs, fabrics, lighting, sisals, home fragrance, accessories and bedding. This location also features furniture from Ralph Lauren, Baker and Hickory Chair, among other major upscale brands.
He opened the second shop in Park City, Utah in 1999. The environment there reflects more of a chic Western/rustic/mountain aesthetic that still wear's Butera's stamp. All the while, he makes sure the offering here caters to the upscale town's local and seasonal communities.
Butera opened his Los Angeles location in 2006, only to move it to West Hollywood last year. The smallest of the three, this site offers a boutique atmosphere - "a cozy and charming dual-sided store right on La Cienega in the heart of the LA scene design district." Here, the vibe is more modern and clean with a subtle contemporary twist. It also boasts a complete second space dedicated to private consultations for interior design for Butera's high-profile clientele.
The common threads of all three stores include: Full service interior design service and in-stock of all of Butera's fabrics and licensed product offerings, which includes the Barclay Butera Home couture line of pillows, fabrics, and furniture, and the Barclay Butera Lifestyle lines of lighting, bedding, sisal rugs, a variety of rugs and carpets, home fragrance and decorative accessories.
With his brick-and-mortar presence well grounded and growing, Butera described his fourth retail arm - e-commerce - as "well underway." His website - www.barclaybutera.com - is increasingly becoming another venue to showcase and sell his wares.
"We have a broad reach as it is right now, with the shops and the design studio," Butera told HTT recently during the launch of his area rug collection with Nourison at the July Atlanta International Area Rug Market.
Within home textiles, rugs are a key element of Butera's design and décor message, he said. When creating his in-store décor message as well as designing branded product lines, the idea often works its way up from the floor.
"I teach my design staff that the rug is from where you build the rest of the room. The rug is a fundamental part of a room, and it's what starts the [decorating] conversation," he said.
Aside from Nourison, Butera has license partnerships in several other major other categories of goods. They include: Kravet Textiles and Carpets for fabrics and Kravet for Benjamin Moore Paint; Bradburn Lighting ; Eastern Accents for bedding; Merida for natural fiber rugs; Wendover Art Group for wall art; and Zodax Home Décor and Fragrance.
Looking to reach a broad customer base that does not exclude the middle class, Butera has crafted his brand into two segments - Barclay Butera Home and Barclay Butera Lifestyle.
The Home line focuses on fine bench-made upholstery and case goods and is distributed to over 300 retailers and designers nationally. The mix for this line also includes a custom upholstery and pillow line for the Hearst Castle Collection.
The Lifestyle line is "a more moderately priced collection of furnishings" that Butera said he developed to provide consumers with aspirational design at attainable prices to fulfill his better-best approach to design. Available in six collections, the product offering here comes in the Town, Country, City, Modern Beach, Plantation, Desert, Montecito, and Coast theses.
As Butera explained to HTT about how he approaches his design day to day for his increasingly diverse customers, "People like to live like they work," adding "Color offers diversity, and it can be applied broadly."
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