The move was announced in February of this year, but Monday was the official opening date for Brunschwig & Fils' move-in to its new location within the Lee Jofa showroom at Suite 232 within the DDB. Parent company Kravet's head Cary Kravet, along with Doug Garfinkle, executive vice president of showrooms, discuss the motivation behind the move.
What's the reason behind the move?
We have found both the Lee Jofa and Brunschwig & Fils brands thrive side by side. We have had the opportunity to create this experience in a few cities (Chicago, Atlanta, Los Angeles) with much success.
When the opportunity presented itself in New York, and enough real estate was available to comfortably showcase both brands, we strategically decided to move Brunschwig next to Lee Jofa, in order to create the best experience for our clients.
What does sharing space with Lee Jofa offer that the prior space did not?
Lee Jofa and Brunschwig & Fils have the finest selection of home furnishings available to the trade. The lines are complementary, yet do not compete. While the shopping experience is similar, the styling, coloring, and merchandising of each brand is unique. Our ultimate goal is perfecting the luxury shopping experience for our clientele.
We have facilitated this experience all under one roof, along with the most knowledgeable team of salespeople in the industry. With this new showroom, the ease of shopping for the finest quality products became much simpler.
How will the showroom be designed or organized?
Our primary goal was to preserve the essence of both brands, which is truly experienced through the unique print offerings of both Lee Jofa and Brunschwig. These prints, a testament to the history of both brands, remain the foundation of the companies and are showcased in separate galleries. There are also featured areas highlighting the newest collections, presented in unique formats. However, in a world where speed and efficiency have become a luxury in itself, we have merchandised similar product groups together, allowing the designer to quickly identify their needs across the brands.