Adam Schachter, president of FHE, explained that Kvell is a Yiddish word signifying to be proud. “It is a phrase that truly speaks to our products and approach to design,” he said. The brand’s statement is that, “Good, quality design should be for everyone to afford and enjoy. We’ve created a lineup of products that people can be proud to have in their home, condo or living space,” added Schachter.
Most products pack flat, he noted, including an assortment of storage cubes, ottomans and lounge chairs.
This ability for the product to be knocked down benefits today’s consumer as well, he noted. “People are living in these small spaces. This collapsible storage is very valid,” said Schachter.
Kvell’s Nordik lounge chair and large ottoman, for example, are contemporary furniture pieces that offer hidden storage in the seat. They both utilize the same flat pack construction and assemble in only a few minutes.
Another show debut is Kvell’s modular Stax closet system, in which the brand aims to present an option for those who wish to have aesthetically pleasing closet organization with better materials, without having to spend thousands of dollars on a built-in closet system.