Daily News
From Home Furnishing Business
Uhuru Design Launches DTC Residential Furniture Business
March 10,
2021 by Laurie Northington in Business Strategy, Designer Weekly, Industry 
Brooklyn-based New American Design furniture maker and manufacturer Uhuru Design has announced it is introducing Uhuru Home, a curated New American Design furniture collection available direct-to-consumer online.
The collection introduces consumers to Uhuru's timeless residential pieces rooted in found materials, craftsman artistry and minimalism design—designed in Brooklyn, made in America.
The Uhuru Home brand features a hand-picked innovative line that includes lounge and soft seating, dining tables, storage and bedroom furniture. It furthers the company's direct-to-consumer e-commerce strategy and allows the Uhuru Design business to better focus on contract and custom furniture services for designers, architects, dealers and other business-to-business customers.
"Consumers are the curators of their homes, and they want timeless furniture that tells a story," said Jason Horvath, co-founder, chief creative officer and president of Uhuru. "Uhuru Home's pieces are of-the-moment and tell a well-traveled narrative through design. It goes beyond decorating and allows consumers to collect generational pieces for their homes."
The curated line is minimally luxe, practical and masculine. The line's color palette features deep tones of wood and metal, with softer colors and accents, and is available for purchase online starting at $275.
"Uhuru Home is a celebration of our DNA, crafting heirloom-quality residential pieces for timeless living, dining and bedroom spaces," said Leo Lucisano, CEO of Uhuru Design. "We believe storytelling through design has the power to shape and change our world. Uhuru Home allows consumers to celebrate their individuality through thoughtfully crafted narrative pieces."
The furniture line underscores Uhuru's position as an industry leader and pioneer of the New American Design movement. The movement—which builds on the tenets of narrative design, sustainability and found materials—delivers an emotional connection to create character and nostalgia. It adapts to the modern aesthetic and use of minimalist materials through craft and innovation, all of which are represented in Uhuru Home.
"At Uhuru, we believe each object should tell a story and that imperfect materials create character and nostalgia," said Horvath. "Our pieces demonstrate freedom, resourcefulness, sustainability and mastery."