Mid-Market Makeover

Long live the mid-market.

After years of there being a chasm between low and high ends of design, we are finally seeing a truce. The higher end is realizing it is lonely in an economy riddled with insecurity and turbulence so are meeting, well, in the middle.

I love that even the very highest end is recognizing the opportunity down stream where I happily swim. It started in fashion with the likes of Stella McCartney and Madonna designing for the ever-accessible GAP and funky, price-conscious H&M. And has now arrived in interior design. Hallelujah.

Compounding the economic despair, or perhaps the result of, the design buyer has become savvy and all too aware that beautiful and current doesn’t have to be expensive making room for a new breed of manufacturer.

My favorite in this category is DwellStudio. I stumbled on this gem of a design house when I was sourcing fun bed linens for my kids. Love. Their baby and children collections are modern, bright and well-priced – where were they when my kids were born?!? But upon closer inspection, Dwell designs a lot deeper.

Almost a year ago, they launched a fabric line with the well-known Robert Allen Design. Bold geometrics in mustards, greige, peacock and dove are its mainstay but folded into the mix are a series of playful, painterly birdscapes and toile-esque large repeat patterns. Mostly cottons and linens, some fabrics feature water and stain repellence (aka Teflon) and up to 30,000 double rubs in terms of durability. I would slip these all into the high performance, family proof category for chure.

But smashing style and bang-up practicality aside, they retail for between $40 and $120 CDN per yard. Having crushed on fabric for as long as I have, this is a revelation. I filled my boots with memos last week. Just can’t get enough.

But what else have I learned about ex-pat Canuck and my new bestie, DwellStudio founder and creative Director, Christiane Lemieux, is that she has expanded her furnishing offerings. Sigh. Can’t wait. They launched in October. Expect mid-century edge and her signature undecorated feel. And priced well – $300 – $3000 CDN – for occasional tables, chairs and some casegoods. Here’s a peek.

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