VOTIVE + VASES
PRODUCT DEVELOPMENT
OVERVIEW
This concept pitch was developed to explore The Shade Store’s potential to expand its product portfolio into custom lampshades. Designed to align with the brand’s ethos of ‘Custom Made Simple,’ the project deliverables included a video presentation and a Flip Magazine featuring detailed product mockups, strategic analysis, and implementation plans.
OUTCOME
Market Analysis: Demonstrated deep market analysis and customer insights, showcasing the diverse needs of The Shade Store’s customer base, including consumers and trade professionals.
Consumer-Centric Solutions: Addressed key pain points for customers and designers by proposing a product line that seamlessly integrates with The Shade Store’s exclusive fabric library and design ethos.
Creative Execution: Delivered an engaging and polished motion graphic presentation that reflected The Shade Store’s brand identity and communicated the concept’s potential effectively.
Cross-Audience Appeal: Provided an opportunity for interior designers to expand their offerings and pitch more cohesive room solutions while creating a new inventory stream for The Shade Store.
PROCESS
SCOPE & OBJECTIVES
The campaign introduced a Product Concept Pitch delivered through a Presentation Video and Flip Magazine, proposing a custom lampshade line designed to seamlessly pair with The Shade Store’s exclusive window treatments. Developed independently during the COVID-19 lockdown, this project reflects a proactive initiative to identify and address a potential market opportunity.
The proposed product line utilized The Shade Store’s existing materials and manufacturing capabilities to create stylish, made-to-order lampshades, offering customers a cohesive design experience while expanding the brand’s portfolio and revenue potential.
BRAND ANALYSIS
& MARKETING RESEARCH
The Shade Store is a premium brand specializing in custom-made window treatments, catering to discerning customers who value quality craftsmanship, design expertise, and personalized service. Over the decades, it has established itself as a leader in the custom window treatment space, offering a curated range of shades, blinds, and drapery tailored to both residential and commercial markets.
Through market research and competitive analysis, it became evident that while The Shade Store offers an expansive selection of window treatments, there is potential to further strengthen its market presence by introducing complementary products. This untapped opportunity for portfolio expansion presents a chance to build on The Shade Store’s reputation for quality and personalization while addressing unmet needs for both customers and trade professionals.
BUYER RESEARCH
Leveraging over a decade of interior design experience, I conducted informal consumer research by consulting with fellow designers. These conversations provided valuable insights into how a lampshade product line could complement The Shade Store’s existing offerings, enhancing the design process for both trade professionals and their clients. This feedback affirmed the potential demand for a product line that smoothly integrates with high-end window treatments.
Following are highlights of feedback received from Los Angeles-based trade professionals and Shade Store customers:
“It seems fitting for The Shade Store to add lampshades to their already amazing product lines. This integrated solution would support the design process and fulfill a need and want my clients have.”
— Boutique Interior Design Studio Owner
“It seems fitting for The Shade Store to add lampshades to their already amazing product lines. This integrated solution would support the design process and fulfill a need and want my clients have.”
— Boutique Interior Design Studio Owner
“Offering custom lampshades would simplify my workflow, allowing me to more easily and swiftly create and present cohesive designs to my clients.”
— Interior Designer
“Offering custom lampshades would simplify my workflow, allowing me to more easily and swiftly create and present cohesive designs to my clients.”
— Interior Designer
MARKET RESEARCH
Although The Shade Store's business model may not exactly align with the strategies of the following brands, portfolio diversification has historically proven to be a powerful growth strategy for premium home brands. By expanding their product offerings, these brands achieved increased revenue, broader market reach, and stronger market positioning. Introducing a complementary product line, such as custom lampshades, could provide The Shade Store with a similar opportunity to leverage its existing infrastructure and brand equity, opening up new market segments and enhancing long-term competitiveness.
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Originally a specialty hardware retailer, RH transitioned into luxury hoMe furnishings by introducing high-quality furniture. Within just a few years, RH tripled its revenue and expanded its store network significantly.
Restoration Hardware (RH), now known as RH, began in 1979 as a specialty retailer focused on hardware and fixtures for older homes. By the early 1990s, the company recognized an opportunity to broaden its appeal by offering a more comprehensive range of home products. Its first major move in diversification came with the introduction of high-quality home furnishings, focusing on solid oak furniture with dovetail joinery.
The results of this expansion were immediate and significant. By 1996, RH had tripled its revenue from the previous year, reaching $39.7 million. The momentum continued into 1997, with the opening of 21 new stores, bringing the total to 41 locations and driving revenues to $97 million nationwide.
The initial success of RH’s expansion into home furnishings underscored the value of strategic diversification, positioning the company for sustained growth. Throughout the 2000s, the company continued to broaden its portfolio, adding lighting, textiles, and other home furnishings. By steadily expanding its product lines and maintaining a focus on quality craftsmanship, RH solidified its reputation as a leader in luxury home design. These early efforts to diversify its core offerings laid the groundwork for RH’s transformation into a multi-billion-dollar brand, with an estimated market capitalization of $7.54 billion as of January 2025. -
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STRATEGY FOR DIVERSIFICATION
Integrated Design Solutions: Enables customers to design cohesive interiors by pairing lampshades with custom window treatments from the exclusive fabric library.
Diversified Revenue Streams: Expands The Shade Store’s product portfolio, creating new avenues for growth and increasing revenue potential.
Enhanced Trade Support: Equips designers with versatile options to streamline their presentations and deliver fully coordinated room concepts.
Customer Engagement Inspiration: Sparks creativity by offering stylish new ways to elevate home décor, reinforcing The Shade Store’s appeal to design-savvy consumers.
CREATIVE DEVELOPMENT
The presentation was designed to be sleek, aspirational, and fully aligned with The Shade Store’s brand ethos of “custom made simple®.” The concept pitch highlighted how expanding into custom lampshades would allow the brand to provide a more cohesive and personalized design experience for both consumers and trade professionals.
Product Concept Presentation
The proposed product line was introduced through polished visuals that showcased how lampshades could be paired with existing window treatments. By using fabrics already available in The Shade Store’s exclusive library—such as Luxe Linen, Sunbrella, and Grassweave—the pitch demonstrated how this new offering could seamlessly integrate into the brand’s current product ecosystem.
Customer Journey & Website Flow
To ensure a seamless integration of the lampshade line, I proposed a detailed implementation plan for the website. This included mockups of a digital ordering process that mirrors The Shade Store’s current customization flow for window treatments.
Customers would navigate through fabric selection, style options, and custom sizing using the same user-friendly interface already in place. By leveraging The Shade Store’s existing digital infrastructure, this plan offered an effective roll-out strategy to launch the new product line.
Aspirational Motion Graphic Video
As the centerpiece of the pitch, a dynamic motion graphic video was created to introduce the concept in a compelling and engaging way. The video highlighted the elegance and versatility of the proposed lampshade line while reinforcing The Shade Store’s commitment to quality and craftsmanship.
BY FOCUSING ON BRAND ALIGNMENT, CUSTOMER EXPERIENCE, AND VISUAL IMPACT, THE PRESENTATION EFFECTIVELY COMMUNICATED HOW THE LAMPSHADE LINE COULD ENHANCE THE SHADE STORE’S PRODUCT PORTFOLIO AND STRENGTHEN ITS MARKET POSITION.
While the company ultimately chose not to move forward with the lampshade line, the campaign provided valuable learnings and received notable recognition.