Lawson-Fenning Joins Forces with Stand Out For Good: A Bold New Chapter
In a surprising twist in the lifestyle sector, Lawson-Fenning, the beloved Los Angeles furniture brand known for its stylish, trade-focused designs, has taken a significant step by selling a majority stake to Stand Out For Good, the parent company of popular faith-based apparel retailers like Altar’d State, Arula, Tullabee, and Vow’d. This dynamic partnership not only reshapes the landscape for Lawson-Fenning but also opens up new avenues for growth and innovation in the world of design.
A New Era for Lawson-Fenning
With this acquisition, Tana Ward, an executive from Stand Out For Good, will step into the role of president of Lawson-Fenning. However, fans of the brand need not worry—founders Glenn Lawson and Grant Fenning will remain integral to the brand’s leadership, with Lawson as the Chief Creative Officer and Fenning as the Chief Design Officer. As Lawson himself remarked, "This partnership allows us to scale with intention. With the support of Stand Out For Good and Tana’s leadership, we’re excited to grow while preserving the DNA that has always defined Lawson-Fenning."
Uniting Distinct Visions
It’s an intriguing alliance, as both companies operate in strikingly different market segments. Founded in the late 1990s by Pasadena art school graduates, Lawson-Fenning initially gained attention from designers and industry leaders. With early endorsements from notable figures like Michael S. Smith and Kelly Wearstler, the brand quickly made a name for itself. Read more about industry collaborations.
A Brand in Demand
Lawson-Fenning is celebrated for its timeless, contemporary pieces, catering primarily to designers. Although it briefly dipped its toes into wider markets with collections like its 2022 collaboration with CB2, the brand’s premium pricing—ranging from $5,000 to $10,000 for most sofas—keeps it squarely in the high-end retail category.
Stand Out For Good: A Home Retail Powerhouse
On the other hand, Stand Out For Good, based in Tennessee, has carved out a dedicated niche with its core brand, Altar’d State. Operating more than 100 stores across 30 states, this brand focuses on creating "a modernized Christian shopping experience" that appeals to women in their 20s. Altar’d State’s aesthetic, often likened to Anthropologie, features boho-chic styles that resonate with a more mainstream audience.
Giving Back: A Brand with a Mission
Altar’d State’s commitment to philanthropy is noteworthy; through its "Mission Monday" initiative, the company donates 10% of Monday net proceeds to charity and offers employees paid volunteer hours. They even launched a plus-size sister brand, A’Beautiful Soul, now rebranded as Arula. The company has expanded its portfolio to include children’s wear with Tullabee and wedding attire through Vow’d.
Home Decor Launch: A New Frontier
Emboldened by its apparel success, Stand Out For Good has now ventured into home decor. Three years ago, they announced plans for a contemporary furniture and decor brand, led by Ward, who has also held pivotal positions at Ben Soleimani and RH. Their new home line, Altar’d State at Home, features sofas starting at approximately $1,700.
Looking Ahead: A Vision for Expansion
Ward expresses optimism for this groundbreaking collaboration, stating, “I’m thrilled to join Glenn and Grant in building on their incredible legacy and bringing the brand to a broader audience in purposeful and inspiring ways.” With this partnership, the future for Lawson-Fenning shines bright, promising an exciting blend of creativity and innovation.
By melding the classic appeal of Lawson-Fenning with the expansive reach and philanthropic ethos of Stand Out For Good, this partnership is set to redefine luxury living while remaining deeply rooted in community values. Keep an eye on Lawson-Fenning as it embarks on this intriguing journey—it’s sure to be one for the books!
For more insights into the evolving world of lifestyle brands, check out additional articles on Business of Home.
