THE SHADE STORE
MARKETING CASE STUDY
Product Portfolio Diversification
OVERVIEW
This concept pitch—Shades of Light—identified a significant growth opportunity for The Shade Store: expanding its product portfolio into custom lampshades aligned with their “Custom Made Simple” ethos.
Market analysis revealed diverse customer needs, and the proposed product line, integrated with their exclusive fabric library, offered consumer-centric solutions and new revenue streams while enhancing support for Trade professionals. A dynamic motion graphic video presentation effectively communicated the concept's potential, appealing to both consumer and designer audiences.
EXPANSION OPPORTUNITY
The proposed collection, developed independently during the COVID-19 lockdown, was designed to capitalize on The Shade Store’s existing materials and manufacturing capabilities. The goal was to introduce a new customizable product category: lampshades that would blend naturally with their existing window treatments.
This distinct yet complementary addition would expand the brand’s offering, further support trade professionals and interior designers, and reinforce their reputation for quality and personalization. In doing so, The Shade Store could strengthen its market presence and better serve discerning customers who value the brand’s well-established craftsmanship and design expertise.
Shade Store Fabric Library
Proposed Lampshade Design
STRATEGIC RATIONALE
ADDRESSING MARKET GAPS: Research revealed strong potential for complementary products like lampshades to meet unmet needs in both consumer and trade segments.
LEVERAGING THE FABRIC LIBRARY: Integrating lampshades with The Shade Store’s existing fabrics (like Luxe Linen and Sunbrella) enabled cohesive design solutions and built on existing product ecosystems.
EXPANDING REVENUE AND TRADE SUPPORT: The expansion offered diversified revenue streams and enhanced value for designers by supporting full-room solutions.
UX CONTINUITY: A detailed website implementation plan mirrored the existing window treatment customization flow, ensuring a familiar and intuitive experience.
BRAND STORYTELLING: The concept was introduced through a motion graphic video showcased the elegance and versatility of the proposed line while reinforcing The Shade Store’s identity.
Key Opportunities
Refined Forms | Tailored Details
Digital Ordering Experience
While ultimately not pursued, the proposed lampshade line presented a compelling growth opportunity for The Shade Store—guided by strategic insight, brand alignment, and thoughtful execution.
The Shades of Light campaign illustrated a clear path to expansion and the potential to strengthen the brand’s market position.