A new collaboration between The Shade Store and Aerin, the home decor brand founded by tastemaker Aerin Lauder, will debut this December. Spanning series of roman shades, drapery and roller shades, the collection is Aerin’s latest in a robust line of partnerships.
“I am always on the lookout for clever and creative partnerships that will help strengthen and grow the Aerin brand,” Lauder tells Business of Home. “Window treatments were a natural extension for our home category, and The Shade Store is unique in what they do and the service they offer. The Aerin brand is also a true reflection of my lifestyle, and shades are a big part of my home and the way I live. Authentic partnerships are essential, as they pave the way for important initiatives.”
She continues, “I think it is important to stay curious and relevant to the way people live today. The modern woman sees beauty as an extension of herself, her home, her travel and her family. The whole concept of Aerin is to create an edit for our consumer as part of the way we live today. With women moving in all kinds of directions, I think it is a particularly relevant time to build a brand that is beautifully edited and focused on the essentials that we need for beauty, home and accessories.”
The partnership is the latest in a series of collaborations for The Shade Store to expand upon the company’s window treatment offerings. Past designer and brand partners include Diane von Furstenberg, Nate Berkus, Jonathan Adler, Pendleton, Sunbrella, Novogratz and Kravet.
According to Shade Store co-founder and chief creative officer Ian Gibbs, the teams bonded from the very first meeting. “Working with Aerin and her team was a very smooth, efficient and collaborative process,” he says. “The design team was open and receptive to learning the nuances of our business and the implications of producing materials specifically designed for window treatments. They created patterns and designs that beautifully expand our current collection of materials at The Shade Store—the aesthetic of the Aerin brand fits perfectly with the ways that we are looking to grow our offerings, and we were able to quickly identify designs and color palettes for this first collection. I can say it was a true collaboration, and I am excited to introduce it to our customers.”