Bloomingville Brand Launches In U.S.

Denmark-based home décor and tabletop brand Bloomingville has set up an American subsidiary and is launching its first product during the Atlanta International Gift & Home Furnishings Market at its rep group Ivystone’s showroom.

Tabletop will be the main category in the brand launch, but it will also include home accessories such as candleholders, bookshelves, mirrors and lighting. The brand has a “Nordic feel, with high Danish design at prices that are acceptable to everyone,” said Michelle Uhar, marketing manager, Bloomingville U.S.

“Our consumer audience is the Millennial person decorating their first apartment or wishing to update the Ikea pieces they have in their home,” she added.

The tabletop in the Bloomingville range is highlighted by hand-painted, hand created items and a cream, black and gray color palette. Word play tableware also aims to bring a sense of warmth to the table.

The launch will be operationally supported by U.S. home décor company, Creative Co-Op, Inc., which acquired Bloomingville in 2014.

“Bloomingville will address a previously underserved market segment of Millennial consumers who appreciate Danish design, but often find it priced beyond their budgets,” said Eugene Wang, CEO, Creative Co-Op. “Bloomingville will offer a high Danish design element at prices accessible to all.”

For more on Bloomingville, see the January 4, 2016, issue of HOMEWORLD BUSINESS®. This issue also features previews of tabletop and kitchenware at the Atlanta Market.