Mitchell Gold + Bob Williams moves into the lifestyle space

Mitchell Gold + Bob Williams has an enormous purpose for 2021: to turn out to be a vacation spot for the entire residence, bringing the furniture brand firmly into the life-style sector, with bedding, bathtub, outside furnishings, equipment and even residence perfume. To hold out the growth, MGBW is private-labeling some issues, just like the bedding, and partnering with small, family-owned artisanal distributors for ornamental equipment.

MGBW will launch its first bathtub assortment in March.Courtesy of Mitchell Gold + Bob Williams

“We’ve got seen properties turn out to be these multidimensional areas [in the past year], and we’re actually now trying on the residence as a refuge,” says MGBW CEO Allison O’Connor. “It’s paramount to us that our clients are in a position to come to us and specific their definition of consolation in any room of their home. To assist do this, we’ve created new product choices for this expanded concept of residence. I feel that our perspective on transferring into these way of life areas is about finishing our total aesthetic of consolation and wholesome residing.”

The model launched its bedding assortment in late January and can introduce bathtub and residential perfume on March 8, forward of its outside line debut later this spring. The textiles for each the bedding and bathtub collections have been sourced from European factories, and the rollout of the strains was finished remotely. “Having to do it with out having the ability to go to the factories in particular person meant lots of FedEx packages filled with samples touchdown at our doorsteps,” says Sarah Stern, director of equipment for MGBW. “The texture and the tactile expertise is so necessary. It’s the identical with residence perfume—you must expertise it firsthand. However launching these very sensory collections whereas we’ve all been working remotely, it makes you suppose, if we are able to do that, we are able to do something.”

Stern says the choice to supply from smaller corporations wherever doable was a easy one. “It brings us again to our roots,” she says. “We began as a small, artisanal furnishings model making items in America. We take satisfaction in that, and we additionally really feel a way of accountability to provide different makers a platform and produce them to the forefront.”

Residence perfume is one other new class MGBW is rolling out this 12 months.Courtesy of Mitchell Gold + Bob Williams

Whereas the addition of bedding and bathtub have been within the works pre-pandemic, MGBW’s different new classes have been fueled by the demand that companies throughout the house sector have seen because the onset of COVID. O’Connor feels that attitudes towards the house have modified completely, and that individuals will proceed to position an emphasis on consolation, well being and the pliability of their residing areas. “I feel initially, everybody was so consumed by the concept of ‘getting again to regular,’ like in the future we’d get up and issues can be the identical as they have been earlier than, however I feel it’s clear now that isn’t going to occur,” she says. “It’s a matter of shifting your perspective. As a substitute of fascinated about going again, we’re making an attempt to have a good time these new concepts of normalcy and meet our clients and commerce purchasers the place they’re now.”

Together with the challenges of rolling out 5 new classes throughout a pandemic, MGBW can also be confronted with the duty of standing out in an more and more crowded market, notably within the bedding sector, the place it appears as if a brand new direct-to-consumer model pops up virtually month-to-month. O’Connor feels assured that MGBW’s dedication to high quality will shine by means of and set them aside. “We goal to be artisans of consolation,” she says. “There’s a deep consideration to element that applies to every part we do—from the sew on a pillowcase to the frosted glass on a candle to creating a scent that may create recollections of residence. I feel that places us in a unique house than a few of our opponents.”

Homepage photograph: MGBW launched its new bedding line in January. | Courtesy of Mitchell Gold + Bob Williams