digital disruptors | Aug 23, 2018 |
Revival Rugs expands—across the walls

Revival Rugs, the direct-to-consumer rug brand from linens startup founder Ben Hyman (an early cofounder of the digital consumer linens brand Brooklinen) is entering a new business: wall hangings. Next month, the California based brand will be introducing the new category to its existing lineup of rugs and cushions.

Revival Rugs' new wallhangings will debut next month; courtesy Revival Rugs
Revival Rugs' new wall hangings will debut next month; courtesy Revival Rugs.

What will be available? A selection of wall hangings, made from authentic vintage textiles that embody the brand's ethos and “intended to serve the same purpose as a piece of art.” Joyce Kong, co-founder, tells Business of Home, "Our vision for Revival is to breathe life into the handmade arts around the globe, and imbue them with a contemporary twist. We’re constantly thinking of special, authentic product lines to complement our vintage rugs. When we saw these wall hangings, we were drawn to the finer texture and craftsmanship—the same motifs we’re familiar with on rugs but repeated over a longer piece and meant to be hung on a wall like fine art and enjoyed for their aesthetic. We also loved the long, runner-like silhouette and how they vaguely reminded us of banners—similar to a coat of arms."

The initial launch comprises just six hangings. It's part of their larger strategy: "We’ve found that the best way to test the market is to take an incremental approach early on and crowdsource feedback on new product lines. For instance, over the past few months, we’ve redesigned vintage rugs and posted photos on Instagram to gauge customers’ responses. This early feedback loop helps to shape our long-run design decisions, and lets us know if we should double-down on a particular product."

In the spring, the brand will launch a line of handmade rugs designed in-house; other recent offerings include lumbar pillows, as well as redesigned vintage rugs that have been dyed, serged and reworked in other ways.

In an interview earlier this year, co-founder Hyman cited a surging interest in artisanal goods as being a key to his brand’s evolution. “It emanates from the hipster generation and it’s in many ways a reaction to things like fast fashion; cheap, poor-quality products; and conspicuous consumption. Young people today want products with an identity, products with a history, products that will last,” he explained.

“For me, the recent popularity of vintage pieces has to do with the times we live in,” Hyman continued. “Things are constantly changing. Technology and social change can feel unsettling. Vintage products have a soul and a history. They make us feel grounded, connected, and rooted in culture, despite the craziness all around. There is also a dialectic between people’s identities and their home decor. They choose pieces that they feel represent them, but those pieces can also shape their identities.”

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