Most homeowners aren’t lucky enough to have their home styled and remodeled from porch to patio by Chip and Joanna Gaines of Fixer Upper fame. But Joanna, half of the husband-and-wife team who star in the popular HGTV reality show, has brought her signature style to a retail furniture line.
Rothman Furniture (1516 South Hanley, 314-669-9577) recently opened a brick-and-mortar store in Richmond Heights exclusively dedicated to the designer’s Magnolia Home line. The products are separated into six styles–industrial, primitive, French-inspired, traditional, boho, and farmhouse–that lend themselves to creative combinations.
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“People are definitely mixing the looks, it’s really the most charming aspect of the line,” says Dawn Fairfield, a senior buyer for Rothman. “No matter what pieces they fall in love with, they can all work in the same space.”
Pieces in the Magnolia Home line often also employ a common color palette and mix of materials to help homeowners achieve a look that’s both accessible and eclectic, hallmarks of Gaines’ designs on the HGTV show. Fairfield said the store’s sales staff has design experience and can help customers coordinate individual looks.
The stand-alone store has been drawing customers willing to drive a few hours to see a wide variety of the products in one place.
“The desire to have Magnolia Home in their homes is attracting a large population of shoppers to our location. We have had customers as far south as Rolla and from the east in Illinois come in and shop. The response has been amazing,” says Fairfield. “The attraction is that they love Joanna’s look when they see it on HGTV’s Fixer Upper and are so excited that they can bring it into their home.”
