Today we’d like to introduce you to Anki Spets.
Thanks for sharing your story with us Anki. So, let’s start at the beginning and we can move on from there.
I am from Stockholm Sweden, educated there in Fashion & Textile Design. Designed clothes after school and liked the fabric part the best. Moved to NY 89 and shortly thereafter started AREA, with the plan of making sheets and other home-goods, made rugs and hand blown glass also the first years. Over time bedding have been the biggest category and given the most focus. Bedding was back then very formal and boring and was not discovered as a great “area” for design, in many ways it still isn’t.
Being an outsider is sometimes good, I did not second guess the idea to start a textile design company and think my informal Scandinavian views paired with the clear esthetics has worked in my favor. Most of all I am a designer, that’s how I think and act. This has always been the guiding principal of my business.
The fact that I had trained as a clothing designer had exposed me to the world’s textile industry and knew production and where to get the nicest fabrics. I had designed fabrics in Japan, Italy, Portugal, China & India, long before I started AREA. Still it is the hardest part of my job is to get great quality product. Always striving for this is the reason for my success.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road has not been smooth, you never know what will come up. September 11, was a blow to our entire city. Then the economy problems that started in 2008, AREA started in 1990 and that was not an easy time either financially. As everyone we had to adjust with the situation around us.
It really was in 2009 when we decided to look into retail and expand the e-commerce that have been the biggest changes and its now like having 3 types of business instead of the Whole Sale model, we basically are still working on that adjustment.
Alright – so let’s talk business. Tell us about AREA – what should we know?
We make fantastic fabrics that I design into the very smallest detail, starting with the yarn that goes into the loom. Everything we sell is made for us, AREA is a truly unique company, small and designer own and operated, gives me a lot of flexibility so I can freely make decisions. Main goal is to make people happy with what they buy. The designs are laid back non-intrusive and of good quality. Many ideas have started in nature which gives a soft muted color palette that is very easy to live with. Linen is a favorite material with amazing ability to show subtle soothing colors.
Until about 10 years ago our entire focus was on wholesale then we launched our website for online shopping and a few years later opened the NY store. The store was fun and such new possibilities to show our product in its entirety. Another year and I found the LA store thanks to our friend Larry who owns the OK store, the best neighbor in a great LA neighborhood. Being a Swedish New Yorker I like walking around and West 3rd has that vibe and great stores and restaurants all around us.
Today we have 3 stores and an online shop, we still do a bit of wholesale to really good stores around the country. AREA is known for creatively designed sheets & duvet covers, great blankets and soft throws. Unique colors and styles you do not see anywhere else.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My ex-husband Martin Kace who brought me to New York (he unfortunately passed)
From him I learned to be brave & take risks.
For inspiration I turned to nature & Scandinavia, Aino & Alvar Alto Josef Frank, Arne Jacobsen (and the Bauhaus not from Scandinavia.)
Then my customers have played (and play) a big support role, the praise and admiration from the customers is the biggest engine forward.
Friends and family also is a constant source of inspiration and support, my youngest daughter 17, said -Mom you have no idea how bad sheets many of my friends have.
Contact Info:
- Address: AREA 8307 West 3rd street LA 90048
AREA 58 East 11 street NYC 10003 - Website: areahome.com
- Phone: 323.951.0133
- Email: [email protected], [email protected], [email protected]
- Instagram: area.home
Image Credit:
Personal photo – Ingalls Photo
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