WINDOW OF OPPORTUNITY: Designers, brands and tastemakers have branched out into bedding, pillows, towels, kitchenware, tabletop and candles. Yet when it comes to the home, they’ve largely overlooked curtains and shades.
The Shade Store, which sells custom window treatments, is working to change that, having over the past year and a half formed collaborations with Diane von Furstenberg, Nate Berkus, Jonathan Adler, Pendleton, Novogratz, Kravet and others. Its latest partnership is with Aerin Lauder and her Aerin brand. The Aerin Collection for The Shade Store will include roman shades, drapery and roller shades and will be available in The Shade Store’s 60-plus showrooms nationwide and online beginning in December.
“I launched Aerin to make the whole concept of beauty part of the way we live today, and that extends in many ways to interior design,” said Lauder.
“A key factor in the way we expand our collections and reach is through exclusive partnerships with other premium brands and renowned tastemakers. Aerin Lauder has created a brand with a distinct point of view,” said Ian Gibbs, cofounder and creative director of The Shade Store.
“Window treatments in general are becoming a more important part of how people put their rooms together,” said Michael Crotty, chief marketing officer of The Shade Store. “The aesthetic of Aerin will appeal to a lot of people. It’s feminine, soft and on the traditional side, whereas Jonathan Adler’s collection for us is very contemporary and very bold. We’ve got a couple of other partnerships in the pipeline for next year.”