Haskell Collection launches revamped e-commerce site

Casual Living Staff -- Casual Living, 11/16/2012 10:46:42 AM

COSTA MESA, Calif. -- Haskell, a home décor design firm with an emphasis on sustainability and outdoor products, announced it has eliminated its exclusive licensed reseller model for a direct to consumer approach.

Available for purchase online are the company's mainstay Series 9 pieces at a lower price point than the previously listed retail. The collection has been expanded to include numerous accessory pieces and is scheduled to grow further in the coming weeks, the company said. Additionally a new portal, titled "Haskell Found," has been added to focus on very limited quantity prototype designs, procured vintage/contemporary collector items and numerous textile extras.

Along with end users, the company focuses on commercial clientele, including architectural and development firms with a focus on hospitality, mid-high end residential and eco-sensitive projects.

"We wanted our line to be more accessible to a broader range of consumers who feel strongly about the environmental merits of the pieces and share our enthusiasm for the sustainability focus of the company," said Andrew Stoneman, VP of business development for Haskell. "The Series 9 aesthetic has been very well received from its inception and with the elimination of the wholesale/retail structure now has become significantly more affordable. Our handmade quality and exceptional material choices remain the same, as does the potential for LEED point accrual. We still want people to hand this stuff down to their children and have it be as relevant to them as it is to us today."

Highlights of the Series 9 collection's inherently green profile include the original type 304 EAF stainless steel frames with a recycled domestic scrap metal content up to 85%. Both stainless and carbon options remain 100% recyclable. The powder coat finish, available in several colors, adds to the finish durability while using no solvents and introducing no VOC's (volatile organic compounds) into the ambient atmosphere. Overspray and residual powder coating materials are captured for reuse after treating the steel.

The custom cushions are filled with a proprietary "bio-foam" characterized by its almost 40% vegetable oil composition and organic, halogen-free fire retardants. The Variable Pressure Foaming technology used to cast the foam is a virtually emission-free process. The cushions' outers use Bella-Dura performance fabric, engineered via proprietary yarn technology and made from an industrial by-product of the petroleum refining process. Bella-Dura also maintains an MBDC "Cradle to Cradle" Silver certification and its inherently anti-microbial and stain resistant composition is fully recyclable after a long lifecycle.