Sundays, Denmark, Interiors & Business Models

As I was delecting the February "Trends" issue of ELLE DECORATION (UK edition) on this slow and indulgent Sunday morning, in bed over coffee & croissants bien sur, I discovered a new interiors brand, Bloomingville. The brand was part of an article entitled "The Design Superpower Denmark" showcasing independent Danish design - there were the usual suspects Hay & Muuto but also players unknown to me, such as Aytm, Broste Copenhagen, Louise Roe (LOVE her website), Hübsch, Madam Stoltz and the above mentioned Bloomingville. 

"It never looks like the owners have tried too hard because, for the Danes, good design is not a luxury for the few, but an integral part of everyday life for all." (Rachel Ward & Amy Bradford)

With that aesthetic tradition in mind, the Danish brand Bloomingville, founded by Betina Stampe, stood out among the rest not for their products (which I don't doubt are fab) but for her business model: each year, Bloomingville releases 2 main collections, 5 express collections and 1 Christmas collection. Wow! No doubt that this model may be a production line manager's worst nightmare but moving away from the need most designers have to create THE iconic piece, and more towards the fashion industry's seasonal business model, so as to provide clients with current pieces for their home without going overboard pricewise, is definitely an interesting industry shift.

"Despite the massive popularity and growth the Bloomingville mission has stayed the same: Delivering happy changes to everyday designers. This mission is made possible by a wide selection of fashionable products, reasonable prices, good quality and a high service level." (Bloomingville website)

My only qualm with the business model as applied by Bloomingville, is their "wide selection" of products; no doubt Stampe's goal was to become a megabrand, hence their sale to American retailer Regent Holding, but in the day & age of overproduction, wastefulness and pollution (both mental & environmental), we should be applying a "less is more" approach to our business models going forward, leaving mass production to America & China.

If I was ever going to launch a consumer brand, I'd take on the seasonal business model, on a smaller scale but I'd add a permament collection alongside because I believe it is an important part in building brand identity & customer loyalty.

As a consumer, what brands/business models to you like or dislike? Do comment below, I'm intrigued.