Do you think that the process of shopping for mid century modern décor could be more effortless, simple and pain-free. That’s the idea behind Article furniture, a new way to shop for home essentials, and Maureen Welton, VP of Design, is steering the aesthetics behind this Vancouver, Canada, company.
Maureen leads Article’s product development and selection, molding the look and feel of the company’s mid century modern-inspired products. The enterprise was started in 2011 by four engineers, and the founders devised an improved furniture-shopping experience. Maureen explains, “By focusing on a digital experience, Article can cut costs traditional furniture retailers can’t. We don’t pay for expensive showroom rentals, sales commissions or costs associated with a brick-and-mortar retail store. We pass these savings on to our customers.”
This also means that Article undoubtedly targets millenials, who would be be more apt to buying furniture online sans the traditional method giving big ticket items a “test drive” in a brick and mortar store.
A NEW CHAPTER
Previously, Maureen was the founding partner and creative director of 18 Karat, an international home décor accessories and furniture company. In 2015, she met Aamir Baig, Article’s CEO and co-founder, through a mutual friend. Aamir told her all about Article and their need for a design and creative lead. She says, “I admired the gumption of the founders and wanted to be part of a growing movement of online shopping.” She was the company’s fifth employee.
Maureen believed that quality furniture could be sold online at reasonable prices, and her faith paid off. Article now has 250 employees and warehouses in Seattle, Los Angeles, New Jersey and Jacksonville. At the end of 2017, the company achieved $100 million in gross annual sales. Shoppers clearly can’t get enough of Article’s modular sofas, lounge chairs and modern light fixtures.
SIMPLICITY AND EASE
As the company continues to move forward with its mission to take the headaches out of furniture shopping, Maureen shares that Article is working to expand their existing product categories with a goal to double their product offerings.
Maureen began loving Midcentury Modern design in childhood.“My education and appreciation for Midcentury Modern design comes from an admiration for Dieter Rams and his ‘10 Principles of Good Design,’ Le Corbusier, the Bauhaus, and all the fine architects that were exploring West Coast Modern design in the ’60s and ’70s.”
Simply put, Article furniture’s products are clean, unfussy and polished, representing the practical, yet chic, aspects of Midcentury Modern design. This is an approach that’s very much in line with Maureen’s personal tastes.
She says, “I love the honesty and simplicity of mid century modern design and the use of natural materials without excessive ornamentation and the spirited use of color.”
Interested in learning about other new mid century-inspired furniture companies? Check out this roundup of mid century makers of every style.
Or if vintage is more your bag, check out this post with tips on how to invest in mid century furniture.