Nate Berkus, product designer and New York Times best selling author, this month launches his own line of fabrics exclusively at America‘s go-to fabric retailer, Calico Corners. The inaugural collection, manufactured by Swavelle / Mill Creek, consists of 24 styles and 102 SKUs of fabric.
As a decorator himself, Nate designed the line for both the professional and home decorator. “Fabric is often the first thing we reach for in our firm when beginning a project,” explained Nate. “It adds depth and texture in a way that no other medium can. It’s critical to the way we build a space.” The Nate Berkus collection starts at an affordable $14.99 a yard. Calico will carry the Nate Berkus line in all of its 75 stores across the country.
An avid traveler, Nate has crossed the world for his work, and his debut line of fabrics reflects the inspirations he collected along the way. The line features fabrics for all purposes. Beautiful constructions with metallic embellishment and rough-hewn linen burlap marry with ethnic inspired jacquards and menswear herringbone for upholstery. “I want people to see how diverse fabric can be,” explained Nate. “I’ve covered walls, created headboards, transformed lampshades…all with fabric. People should feel empowered by the fact that whether it’s one yard or ten, they get to decide the impact it will make in their room. That’s what makes fabric so great.”
With the arrival of his fabrics at Calico stores, Nate finds an even greater opportunity to speak to consumers about their homes. “I believe your home should tell your story. In designing products, I design built entities…which I love….but if it’s a tray in the store, it’s still a tray when you bring it home. Fabric, though, can become anything. Consumers get to decide how they’ll use it…how it will tell their story. I can’t wait to see what they make with it. I almost want to demand that whatever it is they create to snap a pic and Facebook it to me,” laughed Nate.
According to Calico Vice President of Merchandising Julie Morris , the launch comes at a time when consumers are showing a renewed interest in better quality home design projects. “Younger shoppers are showing more interest in custom product,” she said. “Their tastes tend to represent a convergence of classic and modern styling, and Nate is a master at striking that perfect balance.”
Morris added, “Calico has a legacy of delivering designer product, positive home decorating experiences and quality to our customers. What is special about this partnership is that Nate’s brand philosophy is in perfect harmony with our own overarching brand concept – we empower people to make their homes unique to them with all of their own passions embedded in the details. With Nate’s vision and the quality that these fabrics bring to home furnishings we have a winning combination to inspire our Calico customers in 2013.”
PR Newswire (http://s.tt/1yJ9P)