Household Name: Barbara Smith

January 31, 2007  by in UnCategorized   

By Home Furnishings Business in Upholstery on February 2007 It was only a matter of time before style guru Barbara Smith—a woman the Wall Street Journal has called “one of the most formidable rivals of Martha Stewart”—found a partner in the home furnishings business. The former model and current star of “B. Smith With Style” on cable network TV One recently announced a deal with upholstery supplier Clayton Marcus, which will introduce three lines in March—two inspired by her city and country homes, and one by her world travels.

Both B. Smith and Clayton Marcus, a division of La-Z-Boy, tout their partnership as groundbreaking, in that she will be the first African-American woman with her own furniture line.

With B. on board, Clayton Marcus will enjoy the attention of fans who have dined in her “B. Smith” restaurants, watched her television show or used any of the many products with which she is associated—from B. Smith bedding at Bed Bath & Beyond to General Mill’s Betty Crocker cornbread and muffin mix. In addition, she is the author of two books on cooking and entertaining.

From her apartment overlooking New York’s Central Park, B. Smith took time to talk about her new venture in furniture, her recent visit to the Showtime fabric market in High Point and where her entrepreneurial spirit will take her next.

Clayton Marcus is known for its more traditional lines, and your homes have a very contemporary feel. Why are you and the company a good fit?

I was so impressed with the quality of their product, but I thought I could expand on what they do. I’m doing three collections, drawing on my own homes. I have an apartment on Central Park South, and a home in Sag Harbor, in the Hamptons. And the third collection draws on my travels, from the time I was modeling. I also have had a television show for eight years. People have seen me in beautiful locations, in my restaurants, in my homes—and I’ve been in their homes. I bring a loyal consumer to Clayton Marcus.

What are these collections going to look like?

For the “Hamptons” collection, it’s not just my house I draw on. I also have a restaurant in Sag Harbor, in a marina. Where the house is more coastal, the restaurant is more nautical. I’m drawing from both of those looks.

If you look at my own “Central Park South” apartment I have a sectional, and sleek but comfortable side chairs. I’m still looking for fabrics, and waiting for some samples to come back from Showtime, but I’m thinking solid, tailored fabrics and muted tones. The look is more masculine than feminine.

Then there’s the “Global” collection. When I think of “Global” I think of patterns, some of them almost look playful. I think rich colors—the burgundy, the brown—like curry and spices.

Did you see anything at Showtime that really grabbed you? That’s a traditional market with a lot of floral prints.

I did see lots of florals, but I also saw textures, things with a little metallic feel, and things that fit into the Hamptons collection. There were two particular showrooms, though I don’t want to give names, which I know I’m going to go back and work with personally. We’re playing beat-the-clock because March will be here very soon.

What’s your target market?

My consumer is, say, 34 to 54. That’s a wider range than most people use, but I get the mother and the daughter. Anybody younger than 34 is buying a less-expensive product, and they’re still developing their style and taste. My customers can pick up my frames and put the upholstery they want on it and create their own personal look.

You’re a first—the first African-American woman to have a home
furnishings line. Why is this
meaningful to you and the industry?

Any type of a benchmark is important. It’s like Jackie Robinson. (Clayton Marcus) is my Branch Rickey. Hopefully the industry will see the validity of non-traditional viewpoints of style.

Your name graces seasonings, cornbread, restaurants, a television show, jewelry and now furniture. What’s next and what’s your ultimate goal?

I’m trying to write a new book on food. After that, one on interiors. The goal is to keep expanding into areas that fit the brand. We have had lamps at Bed Bath & Beyond. I’ve had throw rugs, bath rugs. I want to finish the room. I’m going into more cookware, perhaps framed art.

How do you counter the criticism that celebrities are slapping their names on anything and everything without really knowing the product?

It’s not that I’m just running around and putting my name on things just to put my name on it and not working on it. I put together trend boards. I create recipes. From the time I was in the fashion business, style is my life.