Minted Launches First Furniture Line at West Elm

July 16, 2021  by Laurie Northington in Business Strategy, Designer Weekly, Industry   

The Minted + West Elm furniture collection marks the first time Minted has expanded its reach into the world of furniture. The partnership builds upon the fine art collection that Minted has offered at West Elm since 2013, offering customers the opportunity to pair art and furniture from Minted’s independent artists.

The Minted + West Elm furniture collection includes 14 upholstered pieces and offers customers their choice of more than 2,000 options of silhouette, pattern, color, and leg finish. New textile designs were created by artists in Minted’s global community, submitted to Minted’s design competitions, and in many cases are hand-painted or illustrated. Minted’s proprietary algorithms parsed millions of consumer votes to determine the featured designs and predict color trends. New patterns will be released in subsequent special edition drops planned for Holiday 2021 and Spring 2022. The Minted + West Elm furniture collection will be exclusively available for purchase at WestElm.com/Minted and West Elm stores nationwide beginning July 2021.

“We’re proud to partner with West Elm on our furniture debut,” stated Mariam Naficy, founder, co-CEO, and chairman of Minted. “Our collaboration amplifies the work of a diverse array of artists from around the world. The competition and voting process that we pioneered 14 years ago discovers the best work submitted to Minted challenges, regardless of the artist’s background, education, or geography. We’re excited that this is one step further that Minted takes on its journey to create inclusion for artists everywhere.”

“Our collaboration with Minted combines our digital-first approach with our commitment to offering original and modern designs for the home,” said Alex Bellos, president of West Elm. “We used Minted’s data and customer insights to select artwork from a global community of emerging artists and illustrators, and created a collection that offers customers more choice and personalization when shopping WestElm.com and West Elm stores nationwide this fall.”

Minted and West Elm share a commitment to supporting independent artists, including championing the careers of diverse artists. This collection will launch with a carefully curated assortment of fabric patterns designed by 21 independent artists from Minted’s artist community, including artists from Mumbai, India; Geneva, Switzerland; and Nairobi, Kenya. As with all Minted products, a portion of every purchase will directly support the independent artist who designed the pattern.

The Minted + West Elm furniture assortment includes upholstered ottomans, occasional chairs, footstools, screens, benches, headboards, and beds. Minted and West Elm selected a luxurious linen cotton textile that was chosen both for its natural beauty and for its ability to execute the intricate artistic patterns created by Minted’s independent artists. Every piece is made-to-order and a statement addition to one’s home decor collection that can be kept forever. Pricing begins at $249 for an Occasional Ottoman and extends to $1,899 for a Queen-Sized Demilune Bed.

Minted will launch new Design Challenges to source the next patterns for upcoming Minted + West Elm furniture collections. Anyone may enter the Challenge, regardless of connections or pedigree. Consumers will vote to select the winners, helping deserving independent artists break into national retail.