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A Boulder-Based Furniture Firm Is Taking Its Showroom on the Road
Saltwolf, an e-commerce furniture company based in Boulder, launched its mobile showroom in June 2021, one year after its initial founding. The company, established by husband-and-wife team Lindy and Jordan Williams in May 2020, aimed to address common challenges faced by interior designers, such as the difficulty of sampling and ordering high-quality furnishings with quick turnaround times. Saltwolf distinguishes itself by offering direct-to-designer services, providing heirloom-quality pieces through an online platform.
The decision to create a mobile showroom, affectionately known as "Ms. Saltwolf," stemmed from the founders' desire to provide designers with a tactile experience of their products, without committing to a traditional brick-and-mortar presence. Lindy Williams noted that while many trade brands rely on third-party showrooms, Saltwolf wanted to explore alternative methods to showcase their furniture. The 18-foot-long box truck, designed with a theater background by Jordan Williams, functions as a fully immersive living room environment. This setup allows designers to visualize how Saltwolf's furniture would integrate into their projects.
The mobile showroom was particularly timely given the onset of the COVID-19 pandemic. It enabled Saltwolf to safely introduce its products to design firms through masked, outdoor meetings, adhering to health and comfort guidelines. The interior of Ms. Saltwolf is meticulously designed, featuring painted wainscoting and patterned wallpaper, creating an inviting atmosphere. It showcases upholstered furniture from each of Saltwolf’s four lines: a 7-foot Linden sofa in Belgian linen, a Hawthorne chair in Italian leather, a Mapleton chair in performance velvet, and a Norwood bench in Belgian linen. Additionally, the showroom features examples of the brand’s three wood finishes and large fabric swatches. These larger swatches allow designers to gauge the material and color at scale, offering a more comprehensive understanding than small samples.
After initial test drives in various Western cities like Boulder, Denver, Aspen, Salt Lake City, Park City, and Austin, the mobile showroom commenced its official tour in Southern California in June 2021. The tour itinerary included further stops in Portland, Seattle, Bozeman, Jackson, and Sun Valley. Team members, including Lindy and Jordan, travel to each destination to meet with individual designers and host events within the showroom. The summer tour was scheduled to conclude on the Front Range with an event at Roth Living in Denver on August 26. Future plans for the fall involved visits to Colorado mountain resort towns, Utah, and Lake Tahoe.
While Ms. Saltwolf has played a crucial role in introducing the brand, the company plans to transition to a permanent display at its Boulder design studio by the end of the year. Remote tours via video conferencing will also be offered, and discussions are underway to place Saltwolf pieces in designers’ showrooms in various mountain resort towns. Lindy Williams observed a significant shift in consumer and designer purchasing behavior due to the pandemic, with an increased comfort level in buying luxury goods online. Saltwolf aims to continue innovating to make the online purchasing experience as effortless as possible for its clients.
The article provides practical information for interested designers, stating that Saltwolf's upcoming mobile showroom stops are listed on their website, where designers can RSVP to events or request a visit. Updates on new stops are also available online, ensuring designers can stay informed about the showroom's schedule and plan their engagement accordingly.
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