American e-commerce giant Amazon has teamed up with Jonathan Adler for its first exclusive designer home range called Now House.
The Now House by Jonathan Adler range which features everything from trinket trays to sofas is exclusive to Amazon and is just one more way in which the internet-retailer is trying to gain a foothold in all product departments and become a global one-stop ‘everything store’.
Covering styles from “Mid-Century modern to ultra-modern”, the range seeks to compete with retail brands like Anthropologie and Urban Outfitters in the US for the hearts and wallets of Instagramming urban young professionals who value design and convenience. In an interview with Business of Home, Amazon’s Chief Marketing Officer Carmen Nestares explained:
“We noticed a trend in the home and furniture space that we call the three S’s: space, style and speed. Customers who dwell in cities and in apartments are looking for more compact pieces that fit nicely into their space; redecorate more frequently as their style changes through life and are constantly updating their home and want stylish pieces at good prices.”
Designer Jonathan Adler got his first big break after the department store Barneys New York who picked up the aspiring potter’s first line in 1993. Now Adler is one of the world’s most sought after interior designers who has 20 global stores, an e-commerce site, a full slate of residential and commercial projects and a wholesale business.
Shoppers can choose from six curated looks namely The New Neutrals, All Lined Up, Into the Blue, WFH: Work From Home, We’re Blushing and Wink of Pink or just buy one or two decor pieces which included retro-inspired terrazzo Objets, wall art or cushions.
Sadly, this collection doesn’t appear to be shipping to South Africa anytime soon, but it’s certainly fun to look at. View the full range here.