Today we’d like to introduce you to Riley Rea and Alex Segal.
Riley and Alex, please share your story with us. How did you get to where you are today?
Croft House started with two hands and a can of paint in a garage on Croft Ave. in West Hollywood. Armed with a sander and visions of furniture, we were only there for a short while before we moved into a modest workspace in DTLA. Growing from our first design (Railcar Dining Table), we slowly and carefully expanded our line one piece at a time. Initially, we only sold our pieces on online marketplace sites (like etsy), and showed a few sample pieces in a small, curated corner of our workshop. Toward the tail end of 2010, with workspace at a premium, we expanded our show space beyond the corner of the workshop into our showroom on La Brea. This move drastically increased our business and within a few months we were forced to move to a larger workshop, about 30k sq. ft., where we are today. We’ve spent the past several years honing our aesthetic and perfecting our skills.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Yes and no. It’s easy to look back at our path to this point and say what things we could have done differently, but largely we’ve been fortunate enough not to have any serious missteps. I think our biggest struggle has been our penchant for wanting to take on every opportunity that comes our way. We are passionate about what we do, and eagerly took on new projects even if they weren’t great means of helping us build our brand and line. Today, we’re much more focused on our area of expertise, California Modern Furniture.
So, as you know, we’re impressed with Croft House – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
We specialize in handmade modern furniture. We represent a versatile option in the marketplace, we’re large enough to have a convenient showroom and readily available stock but small enough to keep our entire consumer experience intimate, including quick, easy custom design. We’re most proud of our unique designs, which give us our identity. Our pieces are instantly recognizable through the combination of natural materials, low floating surfaces, and open, West Coast scale.
What quality or characteristic do you feel is the most important to your success?
Our designs. Our ability to create innovative and unique pieces is crucial to our success. We are also committed to our customers; the long-term use and enjoyment of our pieces is very important to us.
Contact Info:
- Address: 326 North La Brea Avenue, Los Angeles, CA 90036
- Website: www.crofthouse.com
- Phone: 323.424.7743
- Email: [email protected]
Image Credit:
Carley Rudd
