Free Newsletter
NEW YORK — Boll & Branch, which made its name in the direct-to-consumer home textiles category, is continuing its evolution with the launch of its first capsule furniture collection.
“Since we launched Boll & Branch in 2014,” said Scott Tannen, co-founder and CEO, “our product line has slowly and steadily evolved. It has always felt natural that eventually we would introduce a line of furniture that allows our customers to enjoy the complete Boll & Branch aesthetic as they have seen in our stores and imagery for years.”
Missy Tannen, who serves as chief designer along with being co-founder, explained: “For years, our customers have been asking us about the furniture pieces we used in our brand photography.” This move, she noted, finally allows customers to bring that look into their homes.
The furniture, which includes upholstered and wood bed frames, a six-drawer wood dresser and nightstand in two finishes and an upholstered bench, was designed by an in-house team, said Scott Tannen. Retail prices for the line range from $999 to $4,300.
“Every single item in our assortment is created this way and unique to Boll & Branch,” he said. “While we know this isn’t the norm for our industry, we pride ourselves on thinking through every detail to make absolutely perfect products. Our furniture is no exception.”
The furniture is made by a factory in Vietnam that is operated by an American company, he said, noting they do “extensive due diligence” in advance of their partnerships. Boll & Branch is also offering hand-tufted rugs made in India using New Zealand wool.
While the company went outside the U.S. for its furniture production, “whenever possible, we look to develop partnerships in the United States,” he said, pointing out the company’s pillow inserts, mattresses and duvet inserts are all U.S.-made.
Because the company already had experience with in-home delivery and setup from its mattress business, the transition to handling furniture logistics was not a difficult one. Along with delivery and installation handled through Boll & Branch, customers have access to stylists who will provide bedding recommendations to fit with their newly purchased furniture.
Based on the “overwhelmingly positive” initial response, Tannen said, the likelihood that more furniture is in the offing is strong. “It is an enormous category and we are very excited to keep the innovation coming,” he said. However, he added, “we are certainly not signaling a departure from the bedding and fabrics for which we have become known.”
The furniture line is on display at the six Boll & Branch stores and on the company’s website. Boll & Branch is in a growth mode with its retail operation, having just opened a store in Dallas. Its other locations are in Short Hills and Shrewsbury, N.J.; Greenwich, Conn.; Boca Raton, Fla.; and Houston. In addition, the company’s bedding is sold through seven Bloomingdale’s, five of which were added this year, and 18 Nordstrom stores.
“Physical, in-store experiences have always been a part of our growth strategy and will continue to be,” said Scott Tannen. “In 2024, we will more than double our retail fleet while meaningfully expanding our relationships with both of our flagship wholesale partners.
“While e-commerce will always be a strong part of our mix, we know that many customers love to shop for bedding in person,” he said.
