Daily News
From Home Furnishing Business
Baker Heads in New Direction with No.10 Portfolio
October 24,
2018 by Jane Chero in Business Strategy, Designer Weekly, Industry 
Fine home furnishings distributor Baker has introduced No. 10, a new portfolio with rare combinations of materials and a distinctive color palette to define a bold new direction for the company. The portfolio of luxurious furniture, finishes, lighting and textiles is its first all in-house collection in recent history, planned over several years by its design team under the direction of Baker Chief Creative Officer Tristan Butterfield.
No. 10, named after the original craft shop, consists of fifty-six new furniture and lighting designs, as well as twenty-one exquisite new textiles. The combination of classic silhouettes paired with modern designs is key to the collection. The portfolio honors the individual item first, as each is distinctive in their own right.
“We’re extremely proud to introduce the extraordinary new Baker No. 10 Portfolio, the result of our creative team’s three years of global research, and its emphatic passion for timeless glamour. Baker’s legacy is now enhanced with a new emphasis rooted in our strong belief that
‘tradition’ is alive and well, but it is viewed through a modern lens. This sentiment reflects Baker’s rich heritage and accomplished past, while conveying the passions and culture of today’s luxury consumers. No. 10 takes Baker to a new level of luxury,” said Russell Towner, Baker president and C.E.O.
The company says the No.10 portfolio has one foot rooted in rich heritage while the other is grounded in the way this generation of luxury consumers wants to live. They are returning to decoration with a broad range of products that weaves classical and modern elements into a portfolio that feels timeless and of the moment.
“No, 10 blurs the line between reality and poetry, underpinned by a theatrical sense of grandeur. The collection is Baker’s response to a new appreciation for nostalgia, one that is not focused on a single moment in time, place or culture, but a vibrant mix,” said Tristan Butterfield.
The Baker team took its inspiration from travel, exploring the finest interiors, hotels and domestic projects around the world, as well as cinematic references from iconic film directors.
“The team also sought inspiration from design history, including the work of esteemed designers Jean-Michel Frank, André Arbus and Diego Giacometti. European decoration in the 1930s and 40s are a particular influence for Baker at the moment. There is a restraint of that time that feels fresh and relevant again,” Butterfield added.