Despite low margins, fashion brands are embracing home goods to round out their catalogs

While Los Angeles-based retailer Fred Segal is known as a curator of fashion trends, the latest addition to its catalog isn’t apparel. It’s home goods.

Opened in late February, Fred Segal Home is the brainchild of Keith Granet and Blair Carlton, both veterans of the interior design industry. For Granet, the establishment of Fred Segal Home was the natural progression of a brand known for its curatorial prowess, picking the right brands and the right product at the right time to influence what constitutes good West Coast style.

“I had the idea to do Fred Segal Home 15 years ago,” Granet said. But at the time, the Segal family which still owned the company, rejected his pitch. In 2018, Fred Segal was purchased by Granet’s friend, Jeff Lotman. Granet pitched Fred Segal Home to him last year and was granted permission to start developing Fred Segal Home under a licensing deal.

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