Newcomer SWENYO Poised to Shake Up the Youth Home Goods Category

ENCINITAS, Calif., March 12, 2015 /PRNewswire/ -- SWENYO, an ecommerce start-up founded by Ricardo Camargo, has plans to shake up the $74 billion home goods market with its youth-centric point of view. It will be a destination for the under-25 consumer, allowing them to design their rooms without sacrificing their own personal style. This serves as the foundation of SWENYO's philosophy, which asserts that a personal space should be an expression of individuality rather than uniformity. SWENYO will offer a curated collection of products, including lighting, bedding, wall art and storage that have been handpicked with the design-centric consumer in mind. Offerings will be selected from around the globe and will also include exclusive SWENYO products designed in Encinitas, embodying the youth culture lifestyle that makes SWENYO unique.

Says Camargo, "We want to disrupt the market by creating an entirely new point of view. SWENYO is not a derivative of an existing product collection-- it's a new platform with its own inspiration. With our muse, we give a purpose to redefining your space, ultimately reflecting the unique point of view of our community. Your space is a very intimate environment, a place where some of life's most important moments will take place. It seemed strange that a creative personality did not have a bigger role in the bedroom. We hope to change that." SWENYO will do so by breaking the boundaries created by uninspired products, encouraging young consumers to take control of their spaces with their own collection of premium, stand-out items that highlight being different rather than stifling it. SWENYO wants to offer the choice of creativity.

Camargo, the founder of the lifestyle-driven design agency, Vapor Studios, brings a unique vision to SWENYO. With over two decades of brand-building experience, including eight years as brand executive at Burton Snowboards, Camargo is translating his expertise to the creation of SWENYO. A born innovator, if he couldn't find what he wanted as a consumer, he would create it. In raising his two children, he has seen firsthand their desire for self-expression and choice in their rooms that isn't offered in the market today. That was the impetus for that SWENYO, the idea that through design and authenticity, the brand can provide access to creative choice for a demographic that has been previously underserved.

SWENYO's culture is derived from creative pursuits like art, design and music, layered with an active lifestyle that attracts young creators. It's a fresh outlook that is unique to the market and will be supported by a community of influencers who will be an integral part of the brand. These influencers personify the SWENYO lifestyle and will be relatable to the consumer, therefore encouraging accessibility. Forging these relationships with like-minded athletes and creatives further supports SWENYO's commitment to its philosophy. By encouraging peer-to-peer engagement between the influencer and the consumer, SWENYO wants to focus on making the customer feel like a part of their community while inspiring them to question their space. Furthermore, SWENYO will be a natural fit into the design-centric household due to its accessibility to both this young consumer and their families.

SWENYO is currently in a soft launch stage with plans to introduce a significantly broadened range of products for back-to-school in June 2015. SWENYO will offer a registry, enabling consumers the ability to create wish lists and sharable shopping plans. In addition, the brand has opened a showroom at its Encinitas offices, offering brick and mortar interaction and an authentic SWENYO experience. Future pop up stores are planned, along with collaborations with like-minded individuals and brands, all designed to reinforce SWENYO's unique perspective and commitment to choice and creativity. 

SOURCE SWENYO