Lifestyle brands

Fashion brands that offer furniture

When fashion brands open up new product segments, the first thing that comes to mind is accessories such as bags, shoes or sunglasses. Yet fashion companies have long since defined themselves as holistic lifestyle brands, often with their own furniture line. We present two examples.

Jul 19 2021

Why are fashion companies extending their offerings to furniture and home accessories? Luxury labels such as Armani, Fendi and Joop! are among the pioneers in the industry to establish sub-brands for furnishing items. The reason for this is the change in buying behaviour: Today, many end customers expect a comprehensive offer that reflects the style world of their favourite brand. Through this extended offer, fashion companies succeed in retaining their customers in the long term by creating ever new points of contact to immerse themselves in a brand world. 

Founded by designer Wolfgang Joop in 1987, the fashion and lifestyle brand Joop! is one of the best-known international fashion labels. The umbrella brand sees itself as a holistic lifestyle brand. Today it is owned by the Holy Fashion Group with headquarters in Kreuzlingen, Switzerland. The licensing business is also developed from there. Since 2000, Joop! Living from Hamburg has been the licensing partner for furniture and home décor. 

The premium label encompasses an extensive range of products, from sofas and dining tables to beds, lighting, home accessories and bathroom furnishings. This means that customers can not only dress themselves in Joop! but also live their lifestyle in the brand's design style.

Square Daybed with Home-Decor accessories © Joop!

Enabling a holistic lifestyle 

The furniture for the living room, dining room, bedroom and bathroom "speak the same design language and merge into harmonious living worlds", explains Kristian Markus, CEO of Joop! Living. Inspired by the colours, patterns and qualities of the brand's current fashions, "each Joop! Living collection is given a seasonal design that is incorporated into the look across the range". 

"In times when the home has become increasingly important as a private place of well-being, the desire for stylish furnishings is also growing," Markus is certain. Joop! Living is responding to the high demand by consistently expanding its collections and online business. His design team interprets the trends from the label's fashion for the living area, whereby the "spirit of brand founder Wolfgang Joop still determines the DNA of the brand today", as Kristian Markus emphasises. 

"Joop! Living is not a manufacturer or supplier, but coordinates a brand-appropriate range for premium customers in close dialogue with industry and retail." The company works closely with selected partners for its various product ranges. Up-to-date design and high-quality workmanship go hand in hand.

Gloss wardrobe system by Joop! Living in the bedroom © Joop!

Advanced and sustainable production 

The ranges are manufactured in cooperation with renowned furniture and home accessory specialists who produce in a progressive and ecologically sustainable manner. For example, the furniture in the Characters series of armchairs and poufs is produced in cooperation with the German upholstered furniture specialist Himolla

The Austrian ADA Möbelwerke is a licence partner for the bed collection. Joop! Living furniture and home décor is sold via its own website, owner-operated furniture stores and large retailers such as XXXLutz.  

Birkenstock has also chosen ADA as the manufacturer of its bed line and sleep systems. The design of the Birkenstock beds, which celebrated their much-acclaimed premiere at the imm cologne 2017, is also created in close cooperation between the two companies.  

In recent years, Birkenstock's image has developed into a lifestyle-oriented brand. In the wake of the health megatrend, Birkenstock shoe classics in trendy colours such as silver or gold can sometimes be seen on the catwalks of international fashion shows as well as with celebrities in the audience.

Birkenstock bed in the Graz version with fabric © Birkenstock

High comfort connects both segments

The manufacturer describes the step from footbed to bed system as obvious: just as Birkenstock shoes and sandals stand for high wearing comfort, the ergonomic sleeping systems offer a special lying and sleeping comfort. The line extension is intended to meet the demand of customers for new, innovative products and thus exploit a previously untapped potential of the brand. 

Birkenstock beds are manufactured on demand: each piece of bedroom furniture is individually designed and manufactured according to the customer's wishes with attention to detail. An extensive selection of sleeping systems and mattress types ensures individual sleeping comfort, while a large fabric and leather collection provides a personal look. 

Joop! and Birkenstock are examples of ways in which successful fashion brands expand their field of action through cooperation and at the same time successfully strengthen their proximity to customers through new high-quality segments. Experienced manufacturer and retail brands can also profit from such cooperations. If the quality and story of the products are right, such activities can succeed and contribute to sustainable growth.

Ergonomic sleeping pillow by Birkenstock © Birkenstock

Author: Heike Edelmann

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