FRANCONIA, N.H., Aug. 11, 2016 /PRNewswire/ -- Garnet Hill, part of the HSNi portfolio of lifestyle brands, is taking its beautifully designed, responsibly sourced, aspirationally styled home and apparel goods on the road with a mobile pop-up boutique. The experience, created from a converted shipping container, resembles a natural home environment – with one exception: it's shop-able.
The mobile boutique will begin its journey at Garnet Hill headquarters in Franconia, New Hampshire, moving south through New Hampshire, and completing its summer tour in New York City.
The vibe and aesthetic of the boutique celebrate the Garnet Hill mantra: Beautiful, Naturally.™ The boutique will showcase product favorites from the brand's 40-year history, and provide a platform for events ranging from wine tastings and farm-to-table brunches to art exhibits for local communities to enjoy.
For those who don't yet know the Garnet Hill brand, the boutique serves as an auspicious introduction. For fans of the brand's beautiful designs and natural fibers, the mobile boutique becomes a "touch-and-feel" experience they've never had before.
Claire Spofford, President of Garnet Hill, notes that the mobile boutique is part of a strategy to establish retail experiences that complement the company's direct marketing operations. That strategy began with the launch of the first Garnet Hill retail store in Bridgehampton, New York.
"This next step with the Garnet Hill mobile boutique represents a creative twist on retail," said Spofford. "It's surprising and retail-focused, but also a wonderfully non-traditional branding platform that gets Garnet Hill out into the world where we can listen to our customer and connect in her own backyard."
"The need for a tactile experience, and consumer desire for unique shopping experiences, are the driving force behind this mobile boutique."
"The boutique will serve as a multi-use space representative of the natural home environment, with an emphasis on Garnet Hill product integration. Every detail, and the events that occur at the boutique, will be curated to create a tangible Beautiful, Naturally™ Garnet Hill customer experience. It's buzz-worthy, beautiful and certainly non-traditional."
More About The Mobile Boutique, and a Beautiful, Naturally™ Content Hub
Designed by ModEco Founder and HGTV Container Home personality Drake Boroja, the 880 square foot shipping container is also a marketing engine providing a platform for media relations, partnerships, digital amplification, events, insights, consumer engagement and sales.
It's also the inspiration for Garnet Hill's new digital content hub, featuring editorial content on topics ranging from home décor to fashion, food and travel.
"We're always excited to showcase the versatility and ease of shipping containers," said Boroja. "The Garnet Hill mobile boutique will allow consumers to interact with the brand in a truly unique and tangible way."
The company's new brand positioning was first introduced with the Bridgehampton store. It gained momentum at an immersive media experience in Hudson, New York, where prominent media gathered for a week of activities. Today, it is integral to all internal and external communications.
In addition to the boutique and content hub, Beautiful, Naturally™ will inform upcoming creative, including ads in such publications as Hamptons, Cottages & Gardens and Traditional Home, the relaunch of the To the Trade program for interior designers, and the development of social and digital content, media relations, and merchandising.
About Garnet Hill
Drawing on inspiration from around the world, Garnet Hill creates unique apparel and home furnishings that can be described in two simple words: Beautiful, Naturally.™ Beautiful design and natural fibers are hallmarks of the company, which was founded in 1976 as an importer of English flannel sheets. It has grown into a destination for discerning customers everywhere, and is a multichannel marketer offering the merchandise it designs and curates for women, kids and home through catalogs, garnethill.com, and its Bridgehampton, NY store. Garnet Hill is a subsidiary of HSN, Inc. (Nasdaq: HSNI).
SOURCE Garnet Hill