Designer Kelly Hoppen, best known for her subtle, elegant and luxurious interiors focused on texture and sophistication, has just launched an e-commerce site featuring a beautiful new collection of products. From bed linens to towels and accents like candles and cushions, Kelly takes her signature design to a whole new place with a shop-able destination that includes unique categories and even videos. Some of my favorite pieces include this knitted vase, which has such a wonderful shape and texture, and these cross cushions with their great graphic design. I love how she’s able to utilize texture in just about every product she creates. I had a chance to talk to her more about venturing into the world of online shopping and how she did it a little bit differently—here’s what she had to say:
Why did you decide to start an e-commerce site? Why now?
It has always been my dream to create a range of products that would enhance the home environment, accentuating that feeling of warmth and comfort to help maximize the living space. I’ve been working on product ideas for years and finally managed to surround myself with a great team of people to help me deliver.
What is the overall tone of your site? In other words, how should one feel when shopping Kelly Hoppen?
I’d really love people to feel excited about the product range when shopping the site and be inspired and confident. This is my first collection, which I hope people love, and I’ve tried to also create a different way to shop. I’ve tried to give people the advice and insight into grouping products and approaching room design based on my experience gained over 35 years of interior design. My approach is not to act as a strait jacket but as a support give people the confidence in their own approach and interpretation.
What was the most challenging part of getting this site completed? As a designer, did you have a vision about how it would look and feel?
As a designer, I always knew what I wanted my site to look like and how I wanted people to feel. It has to be ordered, warm and luxurious in style, and with clean palettes and beautiful textures. I guess I approached it like I do all my projects! The most challenging part was the last 10%… Just maximizing each products presence on the site and showing how the products could work in tandem was crucial. Then, finally checking that the customer experience was enjoyable was time consuming but enormously worthwhile. I think it’s great.
How has your experience in interior design influenced how you approached the site?
My new site has certainly been influenced by my experience in interior design and follows my approach with straight clear lines, supporting a dynamic layout in muted colors which all helps create an enormous feeling of warmth and luxury. Most importantly though, my approach to what this site was going to be was very different. I felt kellyhoppen.com had to be different. It had to share knowledge, empower people and tell a story not just showcase product. I have been sharing my knowledge in books, courses and interviews for years so it would not be right if that wasn’t part of the site. That’s why I chose categories the way I did and added videos. I want people to be inspired and have confidence to style their home their way.
How important was working your design aesthetic into the site? How did you create harmony between products and experience?
My approach to design is simple and straight forward with clean straight lines and neutral palettes. My approach to the site creatively was much the same way. Everything must be simple and straightforward.
Who shops at Kelly Hoppen?
My target market is everyone who loves beautiful design and wants luxury products but at a sensible price. They love their homes and regard it as a warm and fulfilling sanctuary which gives them peace and comfort from the craziness of everyday life. What do they wear… My customer will be everyone and anyone and that’s what is going to be fantastic and very rewarding.
What is your favorite item in the shop?
I don’t have a favorite item as it changes every day so I have given up on that one!
What do you predict will be the best sellers?
Best seller—wow, that’s a hard one but at a guess I would say the globes but then again, so hard to say!
I guess we’ll just have to wait and find out. Shop Kelly Hoppen here.