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Crate & Barrel: A Legacy in Home Furnishings

Exploring the journey of a retail innovator, from humble beginnings to a global design influence in upscale home decor.

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Company Overview

Corporate Profile

Euromarket Designs Inc., operating under the trade name Crate & Barrel, is an international retail company specializing in furniture and home dรฉcor. Founded on December 7, 1962, in Chicago, Illinois, U.S., by Gordon and Carole Segal, it has grown into a significant entity in the retail landscape. The company is currently a private subsidiary of the German mail-order company, Otto Group, which acquired a majority stake in 1998 and became the sole owner in 2011.

As of 2022, Crate & Barrel Holdings employs approximately 7,500 individuals and generates an estimated US$2.5 billion in revenue annually.

Global Footprint

Crate & Barrel's headquarters are located in Northbrook, Illinois, U.S. The company boasts a substantial retail presence, with 75 Crate & Barrel stores, 16 outlets, and 31 warehouses. Its global reach extends across multiple continents, serving customers in:

  • United States
  • Canada
  • Mexico
  • Colombia
  • Costa Rica
  • Peru
  • Philippines
  • Singapore
  • Taiwan
  • United Arab Emirates
  • Saudi Arabia

This extensive network underscores its position as a prominent international home decor company.

Historical Trajectory

Founding Vision

The genesis of Crate & Barrel traces back to December 7, 1962, when 23-year-old Gordon and Carole Segal opened their inaugural store. Located in a 1,700-square-foot section of an old elevator factory on North Wells Street in Chicago's bohemian Old Town, the venture was inspired by their Caribbean honeymoon. There, they observed a market for inexpensive yet tastefully designed European household products.

Their vision was to offer functional and aesthetically pleasing items to young couples. They achieved this by directly sourcing from European glassblowers, ceramicists, and factories, bypassing wholesalers to offer competitive prices. Notably, the actor Harrison Ford briefly managed this initial store.

The Name's Origin

The distinctive name "Crate & Barrel" emerged from the Segals' innovative display method. They utilized the very shipping materialsโ€”inverted crates and barrelsโ€”to showcase their merchandise, allowing wood excelsior to spill out around stacked china and glass. This approach not only served a practical purpose but also visually reinforced their core selling proposition: direct imports.

A friend's suggestion to name the company "Barrel and Crate" was thoughtfully reversed by Carole, leading to the now-iconic brand name. This early emphasis on product presentation and direct sourcing laid the foundation for their unique retail identity.

Early Expansion & Influence

Following its successful debut, Crate & Barrel embarked on a steady growth path. A second store opened in 1968 in Wilmette, Illinois, followed by a third in Oak Brook, Illinois, in 1971. The company's first venture outside the Chicago area was in Chestnut Hill, Massachusetts, in 1977.

A pivotal influence on their retailing approach was the Design Research store in Cambridge, Massachusetts, which the Segals and designer Lon Habkirk visited in 1966. Habkirk later noted that they "translated [the] whole idea into a reproducible formula." By 1985, the chain had expanded to 17 stores, and by March 1995, it opened its 59th location in Manhattan, marking its New York debut.

Global Reach

International Expansion Milestones

Crate & Barrel's international footprint has steadily expanded since its first foray outside the U.S. in 2008. The company now operates 22 stores across various countries, demonstrating its commitment to global market penetration.

  • September 2008: Opened its first international location at Yorkdale Shopping Centre in Toronto, Ontario, Canada.
  • October 2009: Expanded within Canada with a second store in Calgary.
  • October 2010: A third Canadian store opened in Mississauga, Ontario, at Square One Shopping Centre.
  • 2011: Further Canadian expansion with a store in Edmonton, Alberta, at Southgate Centre.
  • Spring 2012: Opened a store at Carrefour Laval Shopping Centre in Laval, Quebec.
  • Early 2013: Established a presence in Vancouver, British Columbia, at Oakridge Centre mall.
  • Fall 2009: Announced plans to open two stores in Dubai in 2010 through a franchise agreement with Al Tayer Group.
  • January 2013: Launched its first Asian store in Singapore, occupying two floors at Ion Orchard.
  • Taiwan: Currently operates three stores across Taipei, Taoyuan, and Taichung.
  • 2015: Opened its first store in Peru.
  • December 2016: Entered the Colombian market with its first store in Bogota's Parque La Colina Mall, via a franchise agreement with Falabella.
  • July 2017: Established its first Central American store in Escazรบ, Costa Rica, within the Avenida Escazรบ mall.

Leadership Evolution

Succession and Strategic Direction

The leadership of Crate & Barrel has seen several transitions, reflecting the dynamic nature of the retail industry and the company's strategic shifts. After co-founder Gordon Segal's tenure, a series of accomplished executives have steered the company.

  • May 2008: Barbara Turf, who began her career with the company in 1968, succeeded Gordon Segal as CEO. Under her leadership, sales for the prior year were reported at $1.3 billion. She retired in 2012.
  • 2012: Sascha Bopp was appointed CEO to replace Barbara Turf.
  • August 2014: Sascha Bopp departed, leading the Otto Group to invite Gordon Segal to return as a consultant during the search for a new leader.
  • August 1, 2015: Doug Diemoz, with prior experience at competitors like Restoration Hardware and Williams Sonoma, took over as CEO.
  • April 2017: Doug Diemoz departed, and Neela Montgomery was announced as his successor.
  • August 2020: Neela Montgomery concluded her six-year tenure with the Otto Group, stepping down as CEO.
  • August 1, 2020: Janet Hayes assumed the role of CEO of Crate & Barrel Holdings, bringing her expertise to guide the company forward.

Product Philosophy

Curated Home Merchandise

Crate & Barrel is renowned for its selection of "upmarket" housewares, furniture, and related home accessories. The company's product strategy focuses on offering items that combine quality, functionality, and contemporary design, catering to a discerning clientele seeking to enhance their living spaces.

A key aspect of their retail approach is the "vignette" display style. This innovative method involves grouping items together as they might appear in a real home setting, allowing customers to visualize how products would integrate into their own environments. Crate & Barrel was a pioneer in this display technique, which has since been widely adopted across the retail industry, underscoring its influence on modern merchandising practices.

Sister Brands

CB2

Launched in 2000, CB2 serves as Crate & Barrel's contemporary home furnishings division, specifically targeting young adults. This brand offers modern, affordable, and stylish furniture and decor designed to appeal to a demographic seeking fresh and urban aesthetics. CB2 has expanded its presence significantly, now operating 25 stores across the United States and Canada, with continuous plans for further growth in key markets.

Crate & Kids

Originally known as "The Land of Nod" (acquired in 2001), Crate & Barrel rebranded its children's division to Crate & Kids. All physical stores under "The Land of Nod" banner closed by the end of Spring 2018. On March 7, 2018, Crate & Kids officially launched, offering a comprehensive range of children's furnishings, home goods, and gifts. This brand is available both online and in 38 dedicated store-within-a-store locations, providing stylish and functional options for children's spaces.

Hudson Grace

In 2019, Crate & Barrel expanded its portfolio through the acquisition of Hudson Grace. This boutique brand, based in San Francisco, specializes in sophisticated home decor, entertaining essentials, and unique gifts. With 10 existing stores, Crate & Barrel plans to further cultivate the Hudson Grace brand by expanding its retail presence into niche markets and enhancing its online platform to engage a broader customer base across various channels.

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References

References

  1.  "Crate & Barrel Stores". Crate & Barrel. Retrieved on November 23, 2022.
  2.  Chicago Business News, Analysis & Articles | Crate & Barrel to expand outside U.S. | Crain's
A full list of references for this article are available at the Crate & Barrel Wikipedia page

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