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.