MODEL FURNITURE
CINDY CRAWFORD’S HOME FURNISHING LINE IS CHIC YET FUNCTIONAL

Cindy Crawford likes to call her home a “no-coaster” household. While she keeps her Malibu, Calif., home impeccably decorated to reflect the style she’s developed during her more than 30-year-long modeling career, she wants her house to feel comfortable and lived in, her brand manager, Stacey Diamant, says.

“While it can be beautiful, it’s still functional,” Diamant says. So beautiful, in fact, that Crawford, 54, and her home were on the cover of Elle Decor about 15 years ago and have since been featured several times by the publication.

Jeffrey Seaman, the founder of Florida-based furniture retailer Rooms To Go, was looking to partner with a celebrity on a new furnishings brand when he noticed Crawford’s Elle Decor feature. “She’s got amazing style, and that doesn’t just stop at clothes,” Diamant says.

Originally, Diamant says, Crawford questioned why she was the right person for the collaboration, having never before considered designing her own home line. But then, given her long history with fashion and her interest in interior decorating, she thought, “Why not me?”

“I did always have a passion for decorating, first my bedroom when I was 16 and my older sister moved out,” Crawford says, “then later my first apartments and finally my first home and later my home for our family.”

Seaman and Crawford were introduced by a mutual friend, and she agreed to partner with Rooms To Go, creating Cindy Crawford Home.

Since 2005, Cindy Crawford Home has expanded to other regional furniture retailers in the Midwest and Northeast, including New York-based Raymour & Flanigan, and is available in more than 500 stores. Her furnishings are also sold in Canadian home retailer Brick.

Cindy Crawford Home prices range from US$50 for a set of decorative pillows to US$4,300 for a five-piece outdoor seating set, which is part of her new outdoor furniture line that launched last year. Diamant says Crawford works directly with the line’s designers, selecting fabrics and silhouettes that both reflect her own personal taste and that of her customers, which are typically women 30 and older who want to furnish their homes with stylish yet functional pieces.

“She really has great style, so that translates over from fashion to home,” Diamant says. “She really understands the value, and I think she truly does understand the customer base and who her demographic is.”

Crawford and the designers also create pieces that are exclusive to each region, designing furnishings that directly reflect those specific customers’ preferences. “We do offer several different styles, but they are all classic contemporary and easy to decorate with,” Crawford says.

Some pieces have been a part of her line for years, but Crawford will tweak the design or material to make sure nothing becomes outdated.

One of her most popular pieces, the Metropolis sectional, has been updated over the years with different frames and fabrics.

Diamant says Crawford loves to use neutral-colored fabrics in her line to allow buyers to add their own pops of color with pillows and other accessories that can be easily added or removed. Visual appeal aside, quality, durability, and comfort are also important to Crawford when she selects the fabrics and materials for her furnishings.

And, as a mother of two, Crawford knows it’s important to choose materials that make each piece “family friendly.”

“She loves leather, so when we do a leather couch she wants to make sure that the leather’s got a really great feel,” Diamant says. “When we do a denim slipcover sofa, she wants to make sure it feels like a great pair of jeans, because she lives in jeans and a T-shirt.”