Design expert spills the goods on merchandising, store design
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By Marcy Medina | for The SKUpe
New York-based interior designer Josh Greene is an 18-year design industry veteran who, before founding Josh Greene Design, worked for Ralph Lauren, Michael Smith, and Sawyer Berson, among others. Here, he shares his wisdom on merchandising and store design. –Marcy Medina
What's your advice for retailers who carry or are interested in carrying home design products?
In terms of assortment, you want people to have a sense of discovery. To me, that means establishing relationships with independent makers whom you champion. You definitely need workhorse vendors that are set up to wholesale, but you don’t want everything to feel factory-produced. I’d also have a clear edit of things that go together that make it easy for people to purchase different categories, and avoid trying to be all things to all people. Check out more unique gift shows like Shoppe Object and the Wanted section at ICFF (International Contemporary Furniture Fair). I also think small design services like quick upholstery or making pillows are a great way to help people and build relationships. Or offering services like, “I’ll design your holiday tablescape,” so you give them all the parts down to the napkin rings.
What are some design trends you're seeing/loving now?
There are so many cool makers creating products with more soul. I’m partial to handmade ceramics from people like Devin Wilde, Carlos Otero, Danny Kaplan and Shane Gabier. And tabletop by people like Sophie Lou Jacobsen. This goes back to knowing who your customer is. Are you for the customer who wants a Zen home with “quiet” design and neutral colors? Or are you someone who embraces color and design with more personality? You need something digestible with a point of view.
What do you love to see when you walk into a store?
Items grouped together by category. If I am looking for new water glasses, for example, I want to see all the options and colors that you have. And if they’re merchandised together, that’s ideal for me. But I understand some people want stories, styles or “themes” laid out for them. I also like to shop vintage because I like feeling like I found something unique. So I would highly suggest adding vintage to your mix. Also merchandising by color and mood is a more soothing way for the eye to shop.
What have you learned from past jobs about good store design?
I think it’s extremely important that you have your own identity both in your assortment and your physical space. You want to sell people on your world, which will in turn persuade them to buy something so they can take a piece of that magic home with them. And then keep coming back for more! No one does this better than Ralph Lauren, where I worked in-store design in the aughts. You want the architecture of the space to be cohesive with the types of products you are selling. Restoration Hardware is also good at this type of world-building. For example, you don’t want to sell French antiques in a midcentury strip mall. People need to walk into your space and think, “Yes, this is exactly how I want to live.”
Above: Josh Greene. (Courtesy)
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto
