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You Can Now Spec Kravet Fabric at Mitchell Gold + Bob Williams
Mitchell Gold + Bob Williams has announced a significant partnership with Kravet, a well-established textile source, to expand its upholstery fabric selection. This collaboration is a strategic move to address evolving consumer expectations for greater product personalization within the home furnishings market. The demand for mass-produced items is declining, and customers now anticipate a wider array of customization options, similar to those available for products like sneakers or luxury cars. The enhanced fabric offerings aim to elevate the customer experience by providing more choices for personalizing furniture pieces.
Through this partnership, customers visiting any of Mitchell Gold + Bob Williams' 30 Signature Stores nationwide will have access to over 340 Kravet fabrics. This extensive selection will be available for various furniture categories, including sofas, chairs, sectionals, dining chairs, and beds. Bob Williams, president of design at Mitchell Gold + Bob Williams, emphasized that this investment in personalization is crucial for ensuring customers truly love the pieces they select for their homes, fostering a sense of heirloom quality.
Beyond consumer benefits, the collaboration offers substantial advantages for interior designers. Chairman Mitchell Gold highlighted that designers can now procure products for their clients much more quickly. Previously, specifying Kravet fabric for a customer’s own material (COM) project would typically add one to two weeks to the lead time. With the new program, upholstered furniture orders will be delivered within a standard 10 to 12 weeks, streamlining the design process.
Williams worked closely with Kravet to curate the fabric assortment, specifically targeting gaps in Mitchell Gold + Bob Williams' existing upholstery collection. This effort resulted in a selection that introduces more patterns and textures, featuring luxurious velvets and richly toned jacquards. A majority of these newly integrated fabrics are also treated with a stain-retardant finish and meet residential performance standards, enhancing durability and practicality. The selected Kravet fabrics are organized into seven distinct fabric books: Sky, Twilight, Ford, Natural, Slate, Seagrass, and Graphite.
The expanded fabric options are currently exclusive to Mitchell Gold + Bob Williams Signature locations, aligning with the brand's omnichannel strategy. Allison O’Connor, president and CEO of Mitchell Gold + Bob Williams, who was brought in for her expertise in omnichannel product, noted that this exclusivity is a deliberate step to ensure the brand is accessible wherever customers prefer to shop. Plans are also underway to introduce the program digitally. O’Connor also underscored the strategic positioning benefits of the partnership, stating that Kravet's strong reputation within the industry will help maintain Mitchell Gold + Bob Williams' presence in the minds of interior designers.
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