ATGStores' 52 Weeks of Design Marries ECommerce with Curation

ATGStores' 52 Weeks of Design Marries ECommerce with Curation

SEATTLE — Tomorrow’s home furnishings consumer is design driven, according to interior designer Alexa Hampton, and the industry veteran is supporting her assertion at as creative director and one of the design faces featured in the company’s 52 Weeks of Design campaign.

Working alongside Eddie Ross, ATGStores’ style director, Molly Hartney, vice president of marketing and merchandising, and Michelle Newbery, president of the company, Hampton is part of the effort to establish the online retailer as the preferred ecommerce destination for a curated selection of home furnishings, interior design services and professional installations for residential, commercial and trade clients. The 52 Weeks of Design campaign kicked off on Jan. 1 and highlights a new designer, brand or influencer each week in 2017.

"It’s about being personal," Hampton said. "You don’t imagine a website would be personal; it’s not intuitive.

"I actually shop online all the time, and I’ve even commissioned paintings off the internet" continued Hampton. "To participate with a company doing this is bringing the user experience to the consumer."

Although ATGStores is accessible to consumers, interior designers can utilize the site as well to streamline their own work flow. Hampton notes that she has seen a shift in the DIY mentality of many consumers to one of "do it for me" as time-challenged individuals enlist the services of designers for home projects.

"Because ATGStores offers services to professionals, it allows designers who don’t want to deal with the back office stuff an alternative," Hampton said. "Our strength is that we are getting the best of the best and that because we in the design industry are getting involved in this, it is truly a design-drive entity."

Company officials said the goal of 52 Weeks of Design is to make high-profile design more available to the audience. All designers are invited to curate product collections as well as provide tips for how to make the most of any space and design budget.

"Our intent is to introduce more people to the idea – the fact – that cutting-edge home fashion is absolutely within reach," Hartney said. "We want to offer more than a glimpse into these designers’ worlds; we want to deliver total access."

Ross said that the campaign and ATGStores’ product line deliver designer expertise to consumer living rooms.

"With social media, there is so much inspiration out there now," Ross said. "This platform allows consumers to be able to go to the site and observe trends, and then we show them how it’s done."

The concept-to-completion model is a key component of the ATGStores business strategy. An in-house, Seattle-based customer care team assists consumers with any issues and with complimentary concierge service upon request. In addition to the ongoing design expertise provided by Hampton and Ross, ATGStores also invites outside designers to participate in product development and curated collections and to provide one-on-one input to the team.

"Our goal is to focus on giving people more of what they actually want, rather than more of everything," Newbery said. "We want to create a customer experience in the home furnishings niche that is unlike anything that exists today, one based on genuine interest in people’s happiness and personal style. Our customers need to know that they can trust us to help them realize their interior design dreams and that we will go the extra mile every time."

Prior to her role with Designers Today, Cindy attended markets as both a consumer home furnishings editor and interior design client. She has written about the design industry for more than 15 years and still finds editorial inspiration in every corner of the world, from Italian villas to Atlanta urban lofts to country escape tiny homes.