The Standard Furniture showroom felt more like a gathering of rock groupies than a furniture introduction. Hundreds of enthusiastic fans of the HGTV show Fixer Upper filled the showroom waiting for stars Chip and Joanna Gaines. The couple from Waco, Texas, brought their four young children to debut the collection Magnolia Home by Joanna Gaines. The collection has six genres: Primitive, Boho, Industrial, Farmhouse, French Inspired and Traditional.
“It was the fastest turnaround I have ever seen,” said Roy Yates, chief merchandising officer for Standard Furniture. “It went from conception to production in 100 days.”
Joanna Gaines, who designed each item, said her influences include her frequent flea market expeditions. On the show, she is often seen working late into the night.
“I have always been kind of wired that I do best under pressure,” she said. “It was fun lighting a candle, turning up the music and starting to draw out ideas. That was my favorite part.”
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Gaines said it was a big undertaking, but she was excited about designing furniture for the manufacturer based in Bay Minette, Alabama. “It is something I am passionate about. It was worth the late nights.”
A big fan of French doors and kitchen islands, she often incorporates them into the houses she and her husband rehab for the show. So islands are among the 400 products included in the collection of furniture and accessories.
It is something I am passionate about. It was worth the late nights.
Joanna Gaines, HGTV host, talking about designing her new furniture collection
“All the hardware we had custom-made for her,” said Tom Ussery, executive vice president of sales for Standard.
No two pieces are exactly alike because they are hand-finished with paint brushes. The brush marks give the furniture a very authentic found feel.
The collection’s six categories cover all of the bases. Boho has mid-century modern elements and Farmhouse features worn finishes and scalloped edges. French Inspired has a vintage vibe, while Industrial incorporates aged metals. Primitive uses simple carving and turned legs but is not the same as Traditional, which is just that with a fresh twist. There are six painted finishes and five wood finishes.
“Seeing the collection in real life exceeded my expectations,” Gaines said, comparing it to the feeling she gets when she and her husband finish a house.