One Kings Lane Refreshes Brand Identity and Website

October 4, 2018  by Laurie Northington in Business Strategy, Industry   

With roots as a flash-sale, digital-only platform, the company began an evolution in 2016 into a lifestyle brand and destination for making your home an expression of your personal style.

“Today is the day we draw a line between our origins as a flash-sale, value-driven ecommerce company and our current identity as a true omnichannel retailer and trusted design authority,” said Debbie Propst, president. “We have been working on this metamorphosis for several years and are thrilled to be revealing our new branding and site experience, which better reflects who we are today as a company.”

The streamlined, refreshed brand logo pays homage to the original elephants-and-topiary design, with an elevated look that reflects One Kings Lane’s journey from a tech start-up to an established design authority. The addition of New York to the logo reinforces the city as the brand’s home, with its full team based in New York as well as its flagship store opening in Soho later this fall.

The elephant has served as the company’s mascot since its founding. A cross- cultural symbol of good fortune, peace, and beauty, the elephant is designed to speak to the brand’s collective strength as well as to its loyalty to customers. Elsie the Elephant now sits atop the One Kings Lane wordmark; her name was inspired by the original interior designer, Elsie de Wolfe. With a nod to the company’s decorative touch, Elsie carries a festive fag, evoking the feeling of a party or a parade.

The new brand color is a deeper, more versatile green than the original hue. It is named after Manhattan’s Hudson Street, which has been home to three New York City offices that have served as the company’s headquarters.

Also debuting today is a fresh look for our The refreshed website features an optimized navigation and updates to the home page for an easier shopping experience. The site’s new layout emphasizes the unique aspects of the brand, including One Kings Lane Collection, designer boutiques, new arrivals, design services and shops, and editorial content.

Later this month, the company will relaunch its mobile app and open its New York City flagship. One Kings Lane Soho will open on Oct. 30 at 143 Spring Street, a 200-year-old Federal-style structure believed to be one of Soho’s oldest buildings.

Originally a residence, the property was converted into a commercial location in 1850, and in 2010 it received a modern glass addition, bringing it to 3,500 square feet of retail space. In keeping with the first shop, in Southampton, N.Y., the Soho shop will feature a localized and living assortment, a range of styles and price points, and professional design service.