Reinventare has filled a gap in the market for stylish and functional homewares at an affordable price with the launch of its in-house brand Eadie Lifestyle.
The label was born out of a desire for the wholesaler to have more creative control over a range combining the designs and inspirations of Reinventare managing director, Trudie Cox, and customer requirements. It was also created to tell a story and inspire a happy lifestyle.
“Eadie Lifestyle is created by a character called Eadie,” explains Cox. “She is a character that I know well. Whilst she is faceless to the world, I know her favourite flowers, her favourite champagne, her favourite music, and her favourite food.
“Eadie has had quite a large life and it is the culmination of her life experiences that is the inspiration for the Eadie Lifestyle collection. From her travels and experiences through to her friendships and love life. Each piece in the collection tells a story about Eadie.”
Products in the Eadie Lifestyle range include cushions, throws, bed linen, napkins and table runners. There are plans to add cutlery, giftware and furniture to the collection.
The introduction of Eadie Lifestyle sits well alongside Reinventare’s other brand Mateus, a 20 year old European ceramics label, with both sharing an appreciation of colour.
“Whether you want a minimalist, muted, understated look, or a punchy colourful story told, the extensive depth of colour in each collection allows for substantial personal interpretation – there are no rules with either collection.”
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