| May 17, 2013 |
Surya partners with high-end designers on home collections
Boh staff
By Staff

Over the past couple of months, home accessories brand Surya has been announcing exclusive collections with high-profile designers such as Florence Broadhurst, Florence de Dampierre, Peter Som, Kate Spain, Malene B and many others.

Peter Som and Kate Spain

Broadhurst, a renowned designer from Australia, created an exclusive line of pillows from her archival designs, inspired by her world travels, passionate love of art and colorful personality. While fashion designer, Som, artfully translated key elements of his popular apparel collections into a series of rug designs. Spain created both a pillow and rug collection while other high-end designers Malene B and Florence de Dampierre created rug collections.

Interview with Amy Archer, Director, Product and Development for Surya.

“It was inspiring from the very first time I met Satya Tiwari (President of Surya),” Spain said of working on her collection. “His enthusiastic and passionate leadership of Surya has clearly influenced everyone who works at the company. Since this was my first foray into designing rugs, the team members who I collaborated with helped me learn a whole new vocabulary of various rug construction types and materials. Throughout the entire process, from selecting colors to sampling, it was the attention to every little detail from the outstanding design team members that made working with Surya feel like being a member of a dynamic creative guild. It's rare to find this. I feel very fortunate to be collaborating with them.”

Kate Spain pillows for Surya

“I wanted to do a line of rugs because carpets are an essential part of the design of any room, they create an essential mood in the space,” said de Dampierre of her Surya collection.” It was a pleasure to work with Surya, everyone who I have been in contact with was excellent and a pleasure to deal with. The finished product is beyond my expectations.”

Read on for more about Surya’s designer partnerships in a Q&A with Sandeep Luke, chief operating officer for Surya.

Who can we expect to see in the near future? How many collaborations will you do in a year?

We introduce roughly a half dozen new design partnerships per year—bringing fresh new interpretations to both traditional and contemporary design aesthetics. Though the number of collaborations may vary from year to year, our goal consistently remains to answer the needs of the market with products that speak to the latest trends in pattern and color.

What is the biggest benefit for designers in doing a collection with Surya?

Surya has built a strong brand in rugs and home accessories space and we are on the list of many designers who are looking to expand into home décor. Surya has a keen eye for finding talent in unusual places. Partnering with the Surya brand allows our design collaborators, from well-known celebrity designers to artists new to the world of home décor, exposure to a broader audience. Surya products are available in all fifty states and can be purchased through most furniture and online retailers as well as through designers and hospitality groups.

What do the designers bring to Surya?

We have one of the industry’s largest in-house teams of design talent, but we also understand the value in providing a platform for fresh perspectives—collaborating with innovative design voices to create trend-driven collections that resonate with the complete spectrum of our customer base and round out the aesthetics of our offerings across every price point. These valuable partnerships also help to open doors with customers who may be unfamiliar with the Surya brand.

How have the buyers responded to the collections?

 Reaction from buyers has been strong to all of our recent designer collaboration introductions. We work with such a broad range of talented designers, they appeal to diverse segments of the marketplace. Some items of note include introductions from designer Florence de Dampierre—which speaks to the growing trend of French-influenced style. Peter Som’s apparel-inspired collection resonated strongly with designers and retailers with a bold sense of color and a high-design aesthetic. Introductions from Candice Olson and Malene B received high marks with our customer base for their unique new plays on scale. The liberal use of bold palettes from Beth Lacefield and Kate Spain answered the growing trend towards bright color cropping up across the world of design.

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