Ralph Lauren Home's recently announced collaborator will handle a range of key responsibilities, including product development, sourcing, manufacturing, product marketing, and wholesale account management. Image credit: Ralph Lauren
U.S. fashion giant Ralph Lauren is set to transform its home offerings through a strategic alliance with American furnishings company Haworth Lifestyle Design, set to launch on April 1, 2024. This collaboration, formalized by a long-term agreement, aims to extend the reach of Ralph Lauren Home by establishing the first standalone stores dedicated to the luxury brand's furniture.
Guillaume Tardy, Chief Lifestyle and Licensing Officer at Ralph Lauren Corporation, expressed enthusiasm about the partnership, stating, "As we celebrate the 40th anniversary of Ralph Lauren Home, we are committing to continuing our investment in the success of our Home business, positioning us to keep inspiring consumers around the world to create a more beautiful life."
The Italian manufacturing expertise and made-to-order capabilities of Haworth Lifestyle Design will play a pivotal role in this venture. The company's strong supply chain and existing relationships within the high-end sector position it well to contribute to the growth of Ralph Lauren Home. This includes expanding the production and distribution of Italian-made furnishings and opening new freestanding stores globally.
Celebrating its 40th year, Ralph Lauren Home is set to establish its own dedicated spaces worldwide. Image credit: Ralph Lauren
Haworth Lifestyle Design will oversee operations, product development, sourcing, manufacturing, product marketing, and wholesale account management. The company will also manage post-order customer service and white glove delivery, handling the production of made-to-order furniture, primarily manufactured in Italy.
While Haworth Lifestyle Design takes charge of certain aspects, Ralph Lauren will retain direct management of the development of specific product categories such as bath, tabletop, gifts, and bedding. The brand will continue collaboration with existing partners for other furnishing segments.
Dario Rinero, CEO of Haworth Lifestyle Design, highlighted the shared values of craftsmanship and innovation between the two brands, saying, "Ralph Lauren has defined for more than four decades what a luxury lifestyle can look like through its iconic and timeless home designs. We are deeply invested in this collaboration and honored to partner with their team to inspire trade partners and consumers, exceeding their expectations with beautiful furniture designs and exceptional service."
This collaboration is a significant step in Ralph Lauren's strategy to accelerate the growth of its Home business and marks another milestone alongside recent initiatives such as the Artist in Residence program introduced in December. The partnership with Haworth Lifestyle Design aims to position Ralph Lauren Home as a global leader in luxury furnishings.