Aerin Lauder’s fledgling luxury lifestyle brand is expanding its home base with three new licensing agreements.
This story first appeared in the September 27, 2012 issue of WWD. Subscribe Today.
Lauder’s new deals are with E.J. Victor, Visual Comfort & Co. and Lee Jofa, and will add furniture and lighting, fabric and area rugs to the Aerin Lauder brand. All are expected to be launched in spring 2013.
These new licenses join Lauder’s earlier agreement with Lenox for tabletop and home objects, as well as her Aerin Beauty line with the Estée Lauder Cos. Inc., a home fragrance collection with Nest Fragrances and a directly sourced and produced home object collection.
“While beauty is my heritage, home is one of my passions,” said Lauder. “When I decided to enter into the home category, it was imperative that I collaborate with partners who share my vision for creating quality products with a classic yet modern aesthetic. I feel strongly that every product we design has to be the best, and I have great confidence in the partners we’ve selected.” She added that the licenses allow the consumer to “achieve a cohesive Aerin home environment.”
Lee Jofa will produce designer upholstery fabrics, wall coverings and trimmings and area rugs, with the initial lineup slated for a spring 2013 launch. E.J. Victor will introduce Aerin-branded furniture, including upholstered and case goods, with an initial collection of about 30 pieces. Lighting will be developed with Visual Comfort & Co., and the initial offering will include about two dozen styles of table, wall, ceiling and floor lighting. The E.J. Victor and Visual Comfort lineups are expected to launch in April 2013 at the High Point Market. Products will be sold to consumers via specialty and independent retailers, and on Aerin.com.
Lauder’s beauty offerings began rolling out at the end of August.