Loft & Luv is a new small space furniture brand from Atlantic Inc. and it targets Millennial shoppers who are looking for designs that are both stylish and affordable. The curated collections from the brand share simple ways to elevate interior settings in an accessible way and they tap into popular styles so that shoppers can express themselves with quality purchases.
CODA is the first collection under the Loft & Luv brand and it pays tribute to the timeless style of the 50s and 60s. The mid-century modern silhouettes are accented by details like hand-woven rattan inlays, gold tapered hardware pulls and tapered wooden legs. The brand plans to follow the release of the debut collection with the MONTANA collection later this year.
Millennial Mid-Century Furniture
Loft & Luv is a Millennial-Targeted Small Space Furniture Brand
Trend Themes
1. Millennial Small-space Furniture - The Loft & Luv brand targets millennials with affordable, stylish designs for small living spaces, indicating an opportunity for companies to tap into the growing demand for practical, yet stylish furniture.
2. Mid-century Modern Resurgence - The CODA collection from Loft & Luv pays tribute to the timeless style of the mid-century modern era, suggesting an opportunity for companies to capitalize on the trend by incorporating retro designs into their products.
3. Affordable Luxury - Loft & Luv's emphasis on affordability indicates an opportunity for companies to produce high-quality, luxurious furniture at an accessible price point for consumers who want quality without breaking the bank.
Industry Implications
1. Furniture - The launch of Loft & Luv marks a disruption in the furniture industry that may open up opportunities for brands that offer affordable, yet stylish furniture targeting Millennials who live in small spaces.
2. E-commerce - Brands that offer furniture specifically designed for small spaces and sell online have an opportunity to capitalize on the trend of urbanization and attract Millennial consumers who prefer convenient shopping experiences.
3. Design - Loft & Luv's emphasis on curated collections and mid-century modern style suggests an opportunity for designers to create practical yet stylish furniture that appeals to the functionality and aesthetic preferences of Millennial consumers.