Stein Mart launches affordable luxury with Nina Campbell label
By Susan Pyle Dickenson -- Home Accents Today, 11/1/2006
London designer Nina Campbell launched her exclusive home furnishings label for Stein Mart this month with the first two of several planned collections of coordinated bedding, accent furniture, lighting, bath accessories, tableware and rugs. Campbell was on hand at Stein Mart's Jacksonville, Fla., store Nov. 1 to unveil the early results of 18 months of planning, design and production.
"This is just the beginning," she said in a store near Charlotte, N.C. last week, the fourth stop on a tour that has her meeting and greeting customers, signing copies of her books and discussing the "Nina: Nina Campbell" collection. "There's so much more to come, all of it designed to integrate and add on to what's here," Campbell said.
Campbell has become almost as famous as her celebrity clients for the lux lifestyle she creates by mixing understated elegance with modern chic to create opulent-yet-cozy interiors. "By layering a bit of this with that, the possibilities become endless," she said of the Nina collection, anchored initially by the burgundies, gold and brown velvet trim of Shiraz and the golds and white of Aspen bedding and accessories, all with retail price points under $300. Another bedding collection is due by Christmas and four more will debut alongside more tableware in February 2007.
Shiraz, shown on the cover of Stein Mart's "Holiday Homecomings" catalog, features velvet and tassel trimming on burgundy and brown comforter/sham/bedskirt sets ($249.99 to $279.99), decorative pillows and bath accessories. Aspen incorporates white and gold hues into silk overlays, shams and bedskirts ($249.99 to $299.99), macramé trimmed sheets and appliquéd decorative pillows and throws. An extensive selection of accessories coordinates with both collections, including a carved wood chest ($189.99), cabinet ($199.99) and magazine rack ($39.99), sculptural wood plaques, round velvet ottoman ($189.99) and chair ($189.99), mirrors and scroll lamps. Accent pieces also include mirrored candlestands and bowls, ceramic tableware in a variety of solid colors, shapes and sizes, coordinating table linens and carved "Moroccan Leather" scented candles. Several sculptural pieces are finished in gilver, the name Campbell has given to the silver and gold finish she first mixed and used as a base in her Osborne & Little wallpapers.
Kassie Jones, Stein Mart general merchandise manager for home, said Campbell's vision and brand is a perfect fit for the company. "We were looking for a way to emphasize home as a lifestyle collection and were thrilled when Jay Stein brought Nina to us." Jones spent two Maison & Objet shows in Paris and a lot of brainstorming time in London with Campbell. "It's been a great experience for us so far, a very speedy launch, and we're already thinking along the lines of an instore 'Nina' magazine to maintain interest and build passion for the brand."
Campbell also expressed satisfaction with the initial collection. "It's wonderful to have the support of an organization such as this. The buying power of 300 stores, compared to my one store on Walton Street (in Knightsbridge) is truly amazing."
Nina Campbell, shown with the Aspen design group, discussed her upcoming plans with Stein Mart during a store visit in North Carolina earlier this month.
