Homestead Takes Lifestyle Approach
Quinn Halford -- Gifts & Dec, February 12, 2008
Homestead is moving beyond textiles to present a total home scenario this week: 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 week's New York Home Fashions Market, Homestead is placing its bets 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."
For this week's market, Homestead has 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.
Tour Transpac's Las Vegas Showroom