CHICAGO— Toronto-based storage and home accessories group The FHE Group Inc., fueled by capital from investor Mark Scheinberg, is debuting a new brand for the home, Kvell, at the International Home + Housewares Show.
Adam Schachter, president of FHE, explained that Kvell is a Yiddish word signifying to be proud. “It is a phrase that truly speaks to our products and approach to design,” he said. The brand’s statement is that, “Good, quality design should be for everyone to afford and enjoy.”
“We’ve created a lineup of products that people can be proud to have in their home, condo or living space,” added Schachter.
He noted that with Scheinberg’s investment, FHE has since expanded its design department at its Toronto office and has expanded its sourcing abilities, creating strategic partnerships in both China and India, and is expanding its sales team in the U.S.
Kvell will allow the company to play at the higher end specialty retailer level, with a focus on quality and design, with both product materials and packaging taken into account. Kvell explores materials such as powder coated metals and higher end linen, and mixed materials and textures.
With regard to packaging, FHE recognizes that retailers need a simpler way to merchandise and sell products on the floor. Most products pack flat, he noted, including an assortment of storage cubes, ottomans and lounge chairs.
This ability for the product to be knocked down benefits today’s consumer as well, he noted. “People are living in these small spaces. This collapsible storage is very valid,” said Schachter. “There is such a need for storage, not everybody likes utilitarian, plastic storage. With Kvell, you can have storage and yet be fashionable at the same time.”
Kvell’s Nordik lounge chair and large ottoman, for example, are contemporary furniture pieces that offer hidden storage in the seat. They both utilize the same flat pack construction and assemble in only a few minutes.
The brand’s Rollo storage is hand woven from a synthetic, plastic fiber that can be easily manipulated, scrunched and rolled to different heights as needed. The material also is designed to allow for proper airflow to avoid dampness and odor when used for laundry, and the hampers can also be used to store anything from toys to clutter, according to the company. Rollo is also offered in five colors.
Kvell’s Versa triple garment ladder can be used in three ways: lean in a typical manner, offering staggered rungs to drape towels or clothing; open to double to have more open accessible storage; or bi-fold and free stand in a corner or act as a room divider.
Another show debut is Kvell’s Stax closet system, in which the brand aims to present an option for those who wish to have aesthetically pleasing closet organization with better materials, without having to spend thousands of dollars on a built-in closet system. “Some people want their closet to be as pretty as the clothes that are hanging in it,” said Schachter.
The Stax system allows for modular configuration. It is both collapsible and stackable. The system lets the customer mix and match from four main stacking products and inserts to further organize. The system includes a small and large open box, large and small lidded boxes, as well as a lidded hamper with removable drawstring bag.
Also among Kvell’s many SKUs is its Kaptain chair, designed to be used in many settings, from dining to home office or as an accent chair. The Kaptain is made from a molded high density plastic that is easy to maintain, according to the company, sitting on a metal frame with solid wood legs that can unscrew from the body.
At the Housewares Show, FHE is also debuting storage and home décor product designed in partnership with Pantone, including a storage ottoman. While many companies in housewares follow Pantone and can utilize a specified trend-right color, the product from FHE aims to get customer attention utilizing the Pantone brand itself, Schachter noted.
These products may appeal to the design educated or artistic consumer, and could find a home in museum stores, and the company is working on developing Pantone branded stationery boxes and other storage for art supply retailers, he added.
