For Retailers Only September 2018

Celebrating Lifestyle Branding – Stacy Garcia

 

Stacy Garcia, Guest of Honor at the LDB Interior Textiles/295 Fifth Avenue N.Y. Market V.I.P. party on Sept. 24, 2018, explores the unique visions behind her eponymous lifestyle brands

Stacy Garcia is a creative designer, entrepreneur, trend forecaster and expert at building successful eponymous lifestyle brands (845-426-5806, stacygarcia.com).

To say Stacy Garcia is an energetic multi-tasker is a vast understatement. This creative designer, entrepreneur and trend forecaster is the founder of multiple enterprises, including several successful eponymous lifestyle brands for the residential and hospitality markets.
In 1999, her love of textiles led Garcia to establish her own textile company, LebaTex, Inc., which focused on the hospitality sector. In 2003, her licensing firm and design house—Stacy Garcia, Inc.—created the hospitality-focused Stacy Garcia Commercial brand. Garcia’s branding efforts over the next 15 years would result in the creation of three residential home goods lifestyle brands as well.

Stacy Garcia Home for Crypton Home: Lino fabric.

Garcia maintains licensing collaborations across a range of categories. Her licensees include: A&B Home, Bardwil, Berkshire Blanket & Home, Bernhardt Hospitality, Crypton Home, In2Green, Keeco, Nourison, SG Companies, Tilebar and York Wallcovering.
This busy Renaissance woman is also a chairholder of the Color Marketing Group, which is the premier international color forecasting association.
Following are insights from Garcia on how her brands are differentiated, what she looks for in a licensing collaborator and how she has adapted to challenges and changing times.

• What are your brands and how are they differentiated?
“I have four brands: Stacy Garcia Commercial, Stacy Garcia | New York, Stay By Stacy Garcia and Stacy Garcia Home, all of which offer their own unique brand story and target market.
“I began my [licensing and design] company in 2003 with Stacy Garcia Commercial,

Stacy Garcia | New York for In2Green: Plaid Eco-Luxury throws.

known for bold, colorful and eclectic patterns designed for the hospitality industry. The products are sold internationally and have been installed in many prominent hotels around the world.
“After the success of my commercial brand, I launched Stacy Garcia | New York, my luxury residential collection, in 2015. Inspired by high fashion and the New York art scene, this offering is sold to the trade and at better retailers.
“Most recently, I made the leap into the retail world with the launch of Stacy Garcia Home and Stay by Stacy Garcia. The Stay By Stacy Garcia brand takes inspiration from the world of hotel design and brings it home. The bedding, bath and accessory products in this brand are available exclusively through QVC and window treatments will continue to be sold through Blinds.com.

Stay By Stacy Garcia for QVC: Signature Plush Hotel towels in (left to right) sugar, champagne and spa blue.

“In contrast to the serene spa feel of the Stay by Stacy Garcia collection, Stacy Garcia Home is my mid-tier retail brand featuring a playful layering of pattern, vibrant trend-setting colors, and a livable, transitional aesthetic with fabulous designer details.”
• Into what further home textile categories are you seeking to expand your product lines?
“We are actively working to expand our newest brand, Stacy Garcia Home, into soft home including bedding, rugs, decorative pillows and window coverings. Our future plans also include wallpaper, furniture, tabletop, lighting, accessories, home fragrance and wall art.”

Stacy Garcia | New York for TileBar: Gabardine Collection, Pintuck wall tile in cashmere.

• What do you believe makes a successful collaboration with a licensing partner?
“Any successful collaboration begins with a great relationship. We seek out category leaders who have mastered their craft, but also have a need for our aesthetic. The relationship has to feel like a win for both parties. Communication is key and we like to challenge each other with new ideas and techniques in order to introduce innovative designs into the marketplace.
“Unlike many licensors, we are a design house as well as a licensing company, adding distinction to our brand and more value to our customers. Some of our best work comes from the collaborative process.”
• Do you set an overall style that runs through all your licensed products, or do the looks vary in collaboration with the specific licensing partner?

Stacy Garcia Home for Crypton Home: Thrive fabric.

“The overall aesthetic of our product varies based on the brand. Within a single brand we utilize signature pattern and color stories to unify our offering.”
• How would you characterize your design vision or aesthetic?
“My personal style is Modern Eclectic. I’m known for using daring color combinations and signature pattern in a fun, yet contemporary way. However, after being surrounded by so much color and pattern, I love the idea of having some space that provides a respite, which is where the Stay by Stacy Garcia brand lives.”
• How have your businesses and designs changed over the past few years to adapt to changes in taste, economics and consumer mindsets?
“Being flexible and adapting to the changes in the market are crucial. My team and I always strive to raise the bar to differentiate our brands from others. Whether it’s for retail or for hospitality, the goal has always been to have our product stand out in a sea of other product.

Stay By Stacy Garcia for QVC: Banded Hotel comforter set in midnight, Signature Puffy Knit blanket in mineral gray, and 17- by 17-inch Bubble Shag pillows in mineral gray and midnight.

“With that being said, our design process is made up of investigation, information and intuition. We inform our process with market and trend research, and constantly re-evaluate the market to meet the demands of our customers.”
• What is the greatest challenge in running your businesses?
“Patience! I always find myself wanting things to happen faster than they do. Even after 20 years of running my businesses, I’m still learning that sometimes things just take how long they will take, but I’m enjoying the journey.”

Stacy Garcia | New York for In2Green: Modesto Eco-Luxury throw.

• What does the future hold for you—what would you still like to accomplish?
“My goal has always been to build the Stacy Garcia brand into a household name. I strive to share the beauty of our designs and to inspire people to create spaces that make them feel great! After that, who knows? Maybe high fashion is in my future!”LDB