The Shade Store
Raising the Curtain to Introduce a New Brand to the Media.
When the owners of Home Works, a famed-to-the-trade provider of high-end designer window treatments, decided to launch an online boutique for consumers, Redpoint was charged with developing the positioning and media offerings that would capture attention and drive traffic to the website. For the launch of The Shade Store, we saturated the media with seasonal story angles and built strong recognition among top-tier journalists through product placement, sampling, and design services for print and broadcast photo shoots. In addition to promoting new product introductions for the line – from exclusive fabrics and solutions by elite designers Sandy Chilewich, Dwell Studio, and Maharam to some of The Shade Store's own exclusive offerings – we also assisted with the company's evolution to include their first retail outlets. Redpoint leveraged The Shade Store's high-end boutique in NYC's famed Conran Shop, as well as its own stores in New York and San Francisco to command instant media attention.
Results over the two-year campaign included the most coveted home, design, and lifestyle media, including Metropolitan Home, Dwell Magazine, Interior Design, The New York Times, Better Homes & Gardens, Real Simple, Ladies' Home Journal, House Beautiful, New York Magazine, Domino, The Nest, The Los Angeles Times, The San Francisco Chronicle, Western Interiors & Design, Home Magazine, Cottage Living, and hundreds of regional newspapers and national websites. Multiple segments on The Rachel Ray Show yielded tremendous response from consumers.