Laneventure and Rosenwald freshen up the casual market

By Courtney Mueller -- Casual Living, 11/1/2004

Beginning this fall at the Casual Show and moving into the International Home Furnishings Market in High Point, N.C., last month, Laneventure has managed to create quite a stir with its new licensed collection from the "Color Lady" herself, Jill Rosenwald.

Moving away from the traditional, often plush and oversized pieces that are its signature, Laneventure has welcomed a breath of fresh air to its showrooms with the fresh, urban and colorful pieces designed by Rosenwald.

In colorful hues such as Aura, a soft yellow, Honeydew, a subdued lime, and Snowcone, an eye-popping blue, 20 fabrics debuted in the line in five fun patterns. The fabrics adorn frames introduced in Laneventure's WeatherMaster Collection, including a dining chair, chaise, settee, dining table, cocktail table and the IPad, a large pillow that can be shaped similarly to a beanbag, but for the outdoors.

"With me, color comes first and pattern comes second," Rosenwald said. "The fabrics are giving a nod to those who already have fashion sense and style."

The furniture is completely contemporary, with shape and design in the forefront. Pieces are small in scale, with several suitable for an outdoor balcony or terrace. Price points on the product also are lower, a move for the company to appeal to younger Gen Xers and the up-and-coming Generation Y.

The main question is: Will casual retailers embrace the fashion-forward colors, the retro furniture design?

Rosenwald thinks so. "Once someone offers it, then it'll happen because the customers are waiting for it," she said.

Rosenwald's other licensees in the outdoor arena include indoor and outdoor accent rugs for Homefires by Design and outdoor lighting by Tyndale.

Artist Jill Rosenwald and John Byrd, exterior designer and spokesperson for Laneventure, paired up in the company's High Point, N.C., showroom to celebrate Rosenwald's licensed line.