Dive Brief:
- Amid its brand turnaround, Crate and Barrel and Crate and Kids have partnered with designer Leanne Ford to launch the “Origins Collection,” the furniture and decor company announced Thursday.
- The 129-piece collection starts at $8.95 and includes sofas, tables, chairs and decor items.
- The collection draws inspiration from Ford’s previous collaborations together, the company said.
Dive Insight:
Crate and Barrel’s ongoing collaboration with Ford comes as it works to modernize itself.
Last fall, the retailer unveiled its multiyear “Bring It Home” investment plan, which aims to improve its customer experience and drive future growth. As part of the effort, the company said it will hire more tech staffers, such as engineers, data scientists and product managers.
Amid its customer service revamp, the retailer has also expanded its brick-and-mortar reach. Last November, the company debuted a 23,000-square-foot flagship store in New York City. The store features The Design Desk, a hub of local designers that hold in-store, virtual or in-home appointments. With the launch of its new collection, shoppers can get assistance online and in-store from Crate and Barrel’s Design Desk to visualize the collection in their spaces.
“This new collection is the culmination of our longstanding and special partnership with Leanne, celebrating her original artistic vision and design process,” Sebastian Brauer, senior vice president of product design at Crate and Barrel, said in a statement. “Art, creating and living with purpose is inherent in both the Crate and Barrel brand and Leanne’s DNA. We continued our evolution by combining design styles and different eras with a warm neutral color palette, unique artisanal touches, innovative materials and a cohesive edit and narrative.”
In addition to expanding its product assortment and physical presence, the company introduced a shared gift registry service, enabling shoppers to add products from Crate and Barrel, Crate and Kids and CB2. Users can also access discounts, specialist consultations and other perks through the service.
