Alexa Hampton has taken the path of other design greats including India Hicks, Hutton Wilkinson and even House Beautiful, to create a home collection exclusively for HSN. This platform enables Hampton to get beyond the trade and market to an entirely new and much larger audience.
“Today’s marketplace offers a great opportunity for top designers and brands to grow their businesses by broadening their customer base,” said Anne Martin-Vachon, chief merchandising office for HSN. “At HSN, we provide designers a tremendous way to bring their brands to life and communicate their brand, vision and inspiration directly to a large, engaged audience. We are thrilled to have Alexa Hampton partnering with us to reach a broader audience with a collection that is high quality, yet still very accessible."
Launched on May 2, Alexa Hampton Home features bedding sets, headboard covers, sheets, throws, bath and window treatments. While the styles are tailored, the collection features neutral and blue animal-print bedding, luxurious jacquard weave bedding collections and foundational textile pieces in a range of colors including yellow, sage and wine.
“The inspiration for these designs started with their patterns,” said Hampton. “I loved the edgy blue animal print that I developed as a watercolor. Afterwards, a neutral version seemed to beg to be included. Then, because the proto-animal print was graphic and punchy, I wanted to work on something softer and more feminine (though never girlie!) to also introduce at the launch. I wanted to have a good range represented by the two. Somehow, red, blue and brown were the happy result.”
According to Hampton’s retail licensing agent Joe Rudick, “This is an opportunity for Alexa to take her talent to the next level, instead of it being locked up to the trade, HSN brings her taste level—which is normally quite expensive—and shows it to a mass market at a lower price point,” he said.
The entire collection is priced under $200, including the seven-piece bedding sets.
According to Rudick, the HSN shoppers are primarily women who want to be on the cutting edge, on trend, and will buy something they can tell their friends about. In terms of revenue, Hampton may be able to score big.
“Brands take awhile to build,” Rudick said. “She isn’t going to make millions on her first show, but the HSN customer is loyal. She will develop a relationship with them and after than, the sky is the limit.”
“The collections themselves are supposed to answer the question: how can I easily put a room together for myself?” said Hampton. “The design experience is what I hope I’ll be providing the customer and depending upon her appetite for design, she can add more personal touches or less. It is up to her. I want to arm her with the tools to create her room and let her go from there.”
Another key component of the HSN shopping experience is the website, mobile application, and finally the interaction between the seller and the consumer. While Hampton’s collection is for sale, she will answer emails, tweet and Facebook directly with consumers. People can also call in while she is on the air and ask her decorating questions. “It’s truly a great platform, and that’s how her brand will build,” said Rudick.
As the brand builds, and the audience builds, her product will expand along with it. Hampton will be back on the air in August and October with new collections, and she will branch out from just textiles into rugs, lighting and more.