Ralph Lauren, synonymous with luxury, is partnering with Haworth to expand its high-end furniture line. Haworth, a major office furniture player, will play a crucial role in Ralph Lauren’s upscale Italian Lifestyle Design division, amplifying the brand’s presence and offerings. As Ralph Lauren celebrates the 40th anniversary of its Home collection, this collaboration signals a strategic move to redefine the luxury furniture landscape. This article explores the key elements of this partnership, highlighting the fusion of craftsmanship and innovation and the brand’s commitment to delivering an exceptional retail experience worldwide.
Ralph Lauren, a prominent luxury consumer goods brand, is teaming up with Haworth, a major player in office furniture, to embark on a venture aimed at expanding its luxury furniture enterprise. Operating within its upscale Italian home furniture division, Lifestyle Design, Haworth will play a pivotal role in enhancing and expanding Ralph Lauren’s home and furniture segment. As part of this collaboration, Haworth will also spearhead the development of a series of new standalone retail stores dedicated exclusively to Ralph Lauren’s Home collection.
Introduced in 1983, Ralph Lauren’s Home collection has evolved to encompass a diverse range of offerings, including furniture, lighting, floor coverings, and decorative accessories. Unlike having standalone retail outlets, the collection typically finds its place within dedicated sections of the brand’s comprehensive fashion stores, showcasing the seamless integration of home and fashion elements within the Ralph Lauren retail experience.
Guillaume Tardy, Chief Lifestyle and Licensing Officer at Ralph Lauren, expressed the brand’s commitment to further investing in the success of its Home business as it marks its 40th anniversary. Tardy emphasized the significance of the Home category as a high-potential area for Ralph Lauren and underscored the partnership with Haworth Lifestyle Design as a strategic move. The collaboration with Haworth is expected to capitalize on their expertise in craftsmanship, manufacturing, and customer service. Moreover, it aims to facilitate the expansion of the distribution network for Ralph Lauren’s luxury furniture, enabling the brand to reach a broader audience and inspire consumers worldwide to enhance their lives with timeless and beautiful home furnishings.
Haworth Lifestyle Design, a renowned manager of various Italian furniture brands such as Poltrona Frau, Cassina, Cappellini, and Zanotta, is set to extend its expertise to Ralph Lauren in their recent partnership. Under this collaboration, Haworth will take on key responsibilities, including product development, sourcing, manufacturing, product marketing, and wholesale account management for Ralph Lauren’s Home collection. Additionally, the company will handle post-order customer service and provide white-glove delivery services for e-commerce transactions and existing Ralph Lauren stores on a global scale. Notably, a significant portion of Ralph Lauren’s furniture will be exclusively produced in Italy, following a made-to-order approach to ensure the highest quality and customization for customers.
Regarding the retail aspect, specific details remain undisclosed, and no timeline has been provided. Haworth has indicated that the dedicated stores for Ralph Lauren’s Home collection will be launched “in strategic locations globally.” These establishments will align with Ralph Lauren’s “key cities ecosystem strategy,” aiming to enhance visibility and brand awareness for the brand’s premium home offerings. The strategic approach emphasizes a deliberate and thoughtful expansion that complements Ralph Lauren’s global presence and reinforces its commitment to delivering a distinctive and elevated retail experience for its home furnishings.
Dario Rinero, CEO of Haworth Lifestyle Design, conveyed shared values and enthusiasm for the collaboration, stating, “Like Ralph Lauren, at Haworth Lifestyle Design, we are driven by a passion for craftsmanship, innovation, and helping people around the world lead a life well-lived.” Recognizing Ralph Lauren’s four-decade legacy in defining luxury lifestyles through iconic and timeless home designs, Rinero expressed a deep commitment to the collaboration. He conveyed honor by partnering with Ralph Lauren’s team to inspire trade partners and consumers alike, with a collective aim to surpass expectations through beautiful furniture designs and exceptional service. This sentiment underscores the mutual dedication to delivering elevated experiences and fostering an enduring appreciation for quality craftsmanship and design innovation.
Source: Bobby Dalheim, Furnituretoday.com
