Luxury home retailer Perigold and women’s apparel brand M.M.LaFleur have entered a cross-category design partnership that will showcase “the art of fashion at home,” both online and in M.M.LaFleur’s stores.
The collaboration centers on three curated “looks” — Off-Duty Luxe, High-Contrast Confidence and Natural-Born Elegance — that will be featured on both brands’ websites in shoppable editorial pages as well as on the brands’ social channels and via email messaging.
Perigold also will “outfit” four M.M.LaFleur stores with rugs, upholstery, case goods, décor and art to bring the partnership to life in the real world. As the new primary sourcing partner for M.M.LaFleur, Perigold will continue merchandising the design of the stores for “the foreseeable future,” said Nancy Soriano, Head of Brand Editorial and Partnerships at Perigold in an interview with Retail TouchPoints, adding that “we’re hoping the relationship will grow as more stores are opened.”
“This partnership with M.M.LaFleur came together organically once we recognized the strong affinity between our brands’ values, aesthetic sensibilities and overlapping customer audiences,” said Soriano. “Our shared demographic has an equal passion and awareness for personal style, carrying through to both fashion and home décor. With that synergy in mind, we wanted to create a fully integrated partnership that reflects our mutual mission of making luxury living more accessible.”
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In addition to shopping M.M. LaFleur’s selection of women’s fashions, in-store shoppers also will be able to easily acquire any of the Perigold décor they see in stores through QR code-based displays that link to the Perigold affiliate shop.
“From the onset, our aim was to reinforce and amplify our shared values around luxury living across both fashion and home décor,” said Soriano. “By joining forces with M.M.LaFleur, we are able to reach our community and create a unique, shoppable experience for them that provides an aspirational vision of cohesive personal and home style.”
