High end furniture source and retailer, Kreiss, opened a brand new showroom in the Design District earlier this month. This new location will offer the company’s casual, yet elegant, handmade furniture, fabrics, finishes, fine linens, accessories and exclusive design services. The grand opening event was hosted by Miami Heat executive, Alonzo Mourning, and was a benefit for the Honey Shine Mentoring Program. The evening included a sneak peek of three new Kreiss collections.
A fourth-generation family business, Kreiss originally produced the furniture collection that became known throughout the world as the “California Look” for its casual elegance and timeless style. Bold, clean lines, a neutral color palette and a generously proportioned scale emphasize the comfort and carefree spirit of true luxury. Handcrafted from natural materials, including hand-carved woods, organic patterns and textures, and earth-inspired colors and hues, Kreiss furnishings serve as a warm, inviting backdrop for those who enjoy the privileged, active and free-spirited lifestyle of the quintessential Californian.
In town for the event, I got the chance to have an exchange with Loren Kreiss, whose great grandfather started the business. Here’s what he had to say:
With locations already in Naples, Boca, and West Palm, why was it important for Kreiss to open a showroom in Miami?
We’ve actually been in the Miami area for over 20 years. We were originally located in DCOTA and then were in Coral Gables for many years. Miami is a truly great market for us (as is all of Florida). Miami is a unique market that pulls from South America and has a distinct client that won’t go to Boca, Naples or West Palm to shop. The Design District location was chosen because it’s more in keeping with where the brand is now and where we see it going in the future. The convergence of high end fashion, art, design and restaurants works really well for our brand and demographic.
You are the 4th generation of Kreiss family members to be involved in the family business. What’s it like working with family? How do the older generations feel about new technology–like social media?
Being in a family business can be difficult but also extremely rewarding. I work very well with my father and uncle and we all have great relationships with one another. The older generations were a little skeptical about the power of newer technologies several years ago, but they all currently embrace them. My father and uncles both have Facebook pages and smart phones. I think it’s fair to say I have a higher comfort level with new technologies, but the family uniformly agrees about their importance for our business. We’ve just relaunched our website, have active Facebook, Twitter and YouTube pages. I also have a blog that’s updated daily at LorenKreiss.com.
Your collections are simply amazing and found in some of the most spectacular homes around. What does it say about a person when their furnishings are Kreiss?
First off, thank you very much for the compliment. I think our furnishings definitely make a statement about our clients’ taste and lifestyle. We’re known for casual elegance and neutral designs. Our furnishings are neutral to allow for the personality of the home to come through in art, accessories and other personal artifacts. Our furnishings are comfortable, functional and not stuffy. I think our clients are sophisticated and don’t feel the need to be overly showy or gaudy with their design aesthetic. We like to say we embody the carefree California lifestyle and I really believe this is the reason our brand has resonated. Our collections are intended to push the California lifestyle with comfort, neutrality and an emphasis on indoor/outdoor harmony.
How often are new items added to the Kreiss Collection? What kinds of things inspire them?
In the past, we introduced many different collections yearly. Recently, we’ve been focused and selective with our product introductions. We now typically introduce 3 new collections a year and create them at the same time. Recent inspiration has come from newly unearthed Kreiss catalogs from the 80s. Our designs during that period and those of designers like Michael Taylor and Steven Chase stressed generously proportioned upholstery with light colored fabrics and large, knife edged cushions. The case goods and accent pieces used natural finishes and materials. These design cues feel fresh again and were ripe for reinvention. Our Mambo and Azul collections have been extremely popular and can be traced back to this period. Less direct inspiration has come from vacation travel to beach locations like Hawaii and the Caribbean.
What can we expect in the next 5 years from Kreiss? Where do you see the company headed?
The showroom opening in the Design District is really the beginning of many changes to come. In the second half of 2011, we took a deep assessment of our company processes and procedures and will be implementing significant changes in 2012. These changes will lead to better quality product, quicker delivery and an improved customer experience in our showrooms. 2012 will be a defining year for us. Stay tuned to our website and Facebook throughout the year as we implement and announce these changes. Looking further into the future, I see us continuing domestic manufacturing, pursuing sustainability and workly closely with our customer in new and exciting ways. We’ve recently launched Kreiss Concierge, an online utility available to our customers 24 hours a day, 365 days a year. I think this concept will evolve organically into the way we interact with our customers in the future. The concierge will deliver a personalized lifestyle experience. The nature of retail is changing and I’m confident we won’t be left out in the cold.
The Miami Kreiss showroom is located at 49 NE 39th Street, in the Design District.
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