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Judy George to launch home furnishings collections

Former Domain CEO teams with designer Kim Salmela in new firm

Clint Engel -- Furniture Today, September 22, 2009

Kim Salmela, left, and Judy George are partners in Judy George International.

MILTON, Mass — Judy George is back.

The founder and CEO of former Top 100 store Domain Home has teamed up with designer and entrepreneur Kim Salmela to launch Judy George International, a design group with an upscale but "approachable" home furnishings collection already in the works and more in the wings.

Partners George and Salmela say they plan to revolutionize the industry, providing retail, manufacturing and importing clients with a competitive edge, better sell-through and better margins.

The firm, with offices in greater Boston and Los Angeles, will work with various suppliers depending on the project - "an ‘A' team of collaborators" for manufacturing, sales, distribution, investment and marketing, the company said.

They eventually plan to tap into all channels of distribution, from conventional retailers to catalog and online specialists.

JGI's first project is Hotel Maison - one of two collections it will do for the newly formed sourcing company Home Furnishings International Brands, launched by industry veteran Steve McKee. The 270-SKU group will prelaunch in High Point next month in a Hotel Maison space on the third floor of Market Square (MS-348).

McKee said Hotel Maison "is one of the exciting brands" he plans to launch in the next several years through his new company, but declined additional comment for now.

A rendering shows a three-piece rosewood armoire with clear mirrored panels and starburst pulls from the upcoming Hotel Maison collection, which Judy George International is designing for Home Furnishings International Brands, a new sourcing company.

Hotel Maison product won't officially launch until next spring, but George and Salmela will be making presentations to up to 20 retailers Oct 17 and 18, showing them renderings, wood samples and fabrics chosen for the collection. They wouldn't name the retailers, but said they have invited big-box companies as well as e-commerce and other home furnishings specialists.

Both George, in her 60s, and Salmela, in her 30s, are industry veterans, who met in 2001 when George was leading Domain and Salmela was president and co-owner of new upscale upholstery producer Haute House. George said she walked into Haute House's showroom in High Point and fell in love with Salmela's designs.

"I never saw anything like it and never forgot it," she said.

Before that, Salmela had a wide ranging career, first as creative director of Paisley Park Studios for singer Prince, then as a designer and retailer in greater Minneapolis. She sold her interest in Haute House in 2004 and went back to lifestyle retailing of home furnishings and other products (this time in California), and most recently was working on interior and design projects.

George ran Norwood, Mass.-based retailer Domain until the company filed for bankruptcy in January 2008 and subsequently shut down.

"I love my industry and it was devastating to lose Domain," George said. But she said she was surprised by the number of people who approached her with opportunities, and was eager to jump back into the industry.

"I have to say this is probably one of the most exciting moments of my career," she said of her new challenge. "To be able to use my retail experience and translate it to the other side has been very rewarding."

Judy George International's first collection, Hotel Maison, "unlocks the door to the luxury suite experience at home," the company said in press material. The hotel-inspired collection has six lifestyle themes, focused on the living room, bedroom and dining room. Hollywood Regency has a "modern glamour look" that's feminine but has clean lines, Salmela said, while the Metro Club lifestyle is more masculine.

The Linen Hills lifestyle is inspired by a great hotel that might be found in Nantucket, with natural looks, light finishes and fabrics and "a slightly beachy vibe," Salmela said. Via Royale is JGI's take on classic European look, but with fresh finishes. Luxe Lodge is a cross between African style and an Aspen ski lodge look, a "modern, fresh take on lodge," she said. Pan Asian blends styles and colorful fabrics for a look consumers might find in Sri Lanka or India.

George said the company expects to hit mid-range retail price points with sofas from $999 to $2,000 and beds from $1,299 to $1,999. The target consumer is primarily a woman with household income of $70,000 and up, which is below the old $100,000 cutoff for Domain.

"I wanted a broader audience," George said. Salmela added, "We're very motivated by high design, but we want it to be approachable and affordable."

Some of the upholstery for Hotel Maison will be produced in the United States, while the case goods will be imported from Asia.

Two other collections JGI expects to launch next year, with different partners, are GG Boudoir and XY Factor Design. The first will feature "sexy, fun and playful" bedroom looks for women ages 15 to 30.

"We feel there's that (15-30) crowd that loves to shop at Anthropologie, but can't afford it, that is not being catered to," said Salmela.

XY Factor, meanwhile, will be a modern collection designed by a team of Generation X and Y designers in their 20s and 30, made for consumers of the same age.

JGI plans to have GG Boudoir ready in spring or fall of next year, George said, noting that the company is talking about doing it with "a strategic fashion retailer" and an e-commerce company. XY Factor would be out no earlier than next year.

George said JGI already has seen strong interest from retailers including C.S. Wo & Sons, Robb & Stucky, Jordan's Furniture and Art Van Furniture.

What's more, George and Salmela have garnered the attention of Hollywood. Salmela wouldn't disclose all the details, but said in two weeks, George is flying to California so the two can meet with a production company that's in talks for a reality TV show "that would follow strong, powerful women in their quest to achieve their career goals."

"There's a chance we would be the subject of a season or a story intertwined with other women," Salmela said.

"What they love about it is its East meets West," George said, "and a young hip designer with a seasoned professional."

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