Esmee is the sit-and-relax version of the STL lines. Where Bonjour lives outdoors, Luna is urban, and Beau is playfully feminine, Esmee is primarily meant for you to nestle into. Soft throws, stately side tables, real-touch flowers. It's the STL that makes customers linger in the store to touch.
What will you find in the collection?
The collection mixes textiles, furniture accents, and flowers. Each item works individually, but its strength lies in the curated combination.
- Polyester throws: 150x125 cm in grey, dark brown, and black. Instant warmth radiated in the scene.
- Cushions: plum-shaped off-white (D40 cm), "love it" stripe-cushion (55x35 cm) in red. For the armchair or sofa.
- Real-touch flowers: hydrangea in mauve, dahlia in pink, delphinium in lavender, gerbera in lilac and orange, zinnia in lavender, gompy spray in white. Distinct color accents in the otherwise neutral scene.
- Side tables and furniture: table Barrie (round, matte black metal), Duco side table (recycled aluminum, orange), armchair Pepijn (city fabric green), canvas Francis sling (red).
- Vase and candle holder accents: cylinder pot cream-brown, metal vase D30 marble multicolor, polyresin candle holder 3-assorted, polyresin statues grey.
- Hanging plant: acacia in pot green, 91 cm. For visual height layers.
For which target group?
Home decor stores with a customer base living in apartments or modern terraced houses. Customers who combine "cosy modern" with "a bit quirky." The collection works less well with traditional classic interiors; the aluminum side table and matte black metal items are too modern for that. For gift shops, Esmee is less directly usable than Beau or Bonjour. The loose throws and cushions do sell as individual gifts, especially around Christmas and New Year.
How do you present Esmee?
As a seating scene. Armchair Pepijn or canvas Francis sling as the centerpiece, a throw draped over it, cushions next to it, a side table with a vase and flowers. For visual impact: one of the real-touch flowers (delphinium 137 cm) placed high behind the scene. Instantly creates depth layers. Cross-selling and similar collections: STL Luna, Shop the Look Luxury, silk flowers.
Sales Peaks
Autumn and Christmas are the strongest moments for throws and cushions. Customers then buy textile accents to "warm up" their interior. Real-touch flowers are year-round, with a peak in spring when customers "refresh" their interior.