Wholesale homewares brand launches to market

After setting up the business last year, homewares label Vienna Woods is preparing to launch its debut range at Reed Gift Fairs Melbourne this August.

The brand was created by Gemma Black with the backing of SlumberTrek, an Australian lifestyle product manufacturer.

“Our desire was to challenge the status quo, working hard to create new, unique textile prints while using the manufacturing experts to guide us along the way,” explains Black. “This culture gave us the confidence and building blocks to visualise Vienna Woods and produce the high-end range we are so proud of today.”

Vienna Wood’s initial collection includes beanbags, deckchairs, ottomans and sun umbrellas in four designs. There’s the retro tropical glam of Belvedere; geometric monochrome with Bermuda; subtle animal print in Tier; and a denim take on ocean waves with Wellen.

When designing the products in their Melbourne studio, Black says the team was focused on creating fashionable prints that would stand out from the crowd. “We are strong believers in a trend-led and creative approach to our work,” she says.

“We like to think outside the box and have enjoyed developing some stand-out prints for the SS17 range.”

At the moment, Black says the brand’s main focus is on the business to business market, although there are plans to add a consumer website alongside their trade offering at some point in the future.

“We strongly focus on the independent, boutique retailers that have niche and unique products,” she explains. “We also love to shop, so we’ve seen these stores flourish and we love the idea of building our community to help continue this. We have created a brand that specialises in products for independent and boutique stores.”

She hopes to meet many retailers at the Melbourne fair, and is looking forward to introducing the SS17 range. “We took the time to listen to our markets; we saw what they wanted, how they wanted it and what we could do to make sure we could deliver,” she says.

“We hope [exhibiting] can give us some great brand awareness amongst influential retail stores around Australia.”

The brand is currently working on its SS18 range, after taking the time to build the business from the ground up. “We know we have the structure and support in place, and can freely start to get creative again and make this year even better than the last,” says Black.

“We also look to continue to develop our brand, continue to share with our followers and, most importantly, continue our support and relationships with our unique retailers.”

By Ruth Cooper

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