At the LiveTrends factory, they produce 400 collections of decorative pots every year. They also refresh 80 percent of their collections to keep providing the market with new concepts. This young design company started just five years ago with three employees and increased rapidly. Now the company has over 200 employees. Time to sit and chat with CEO Bisser Georgiev.
Bisser Georgiev at the PMA
A plant as art
“Our mission is to change how living décor is designed, produced and enjoyed by people worldwide. We view horticulture not as a commodity, but as an exceptional design playground. After all, we are in the home fashion business. Besides offering inspirational pieces of living art that bring joy to thousands of people, our goal is to ensure success at home by offering super low-maintenance plants. Our company has a lot of young, enthusiastic people, and we draw our passion and ideas from all of them. The average age of our employees is 29 and our six full-time designers are always looking for exceptional things to launch. We look at a plant as art”, says Georgiev. For example, they gave a twist to Easter. “Instead of turning everything in yellow, they combined the trend with pixeled images on pots.”
“In the past, we based our collections on demographics, but now we don’t do that anymore. Now, we do Tribal Marketing. This means that instead of going after income, age or education, we go after certain communities (or tribes). These days people identify themselves more freely with their lifestyles, and not with the classic norms of demographics. We have an internal forecasting team that predict the trends 18 months in advance. At the moment we have three tribes: Minimalist, Curator and Trendsetter. The Minimalist has a black and white theme, Curator combines nature styles and Trendsetter is a bit crazy, it is someone who always want to change according to current fashion.”
For the different seasons, LiveTrends introduced special collections. For Mothers’ Day they have Relax and Trend and for Valentine’s Day they even have four themes: Universal Language, Love Reconstruction, Elemental Love and Scandinavia Love.
LiveTrends operates like a high-end fashion house. Their focus is 100% on the consumer and what she will want 18 months from now. The design and assembly are done in-house, but the production of hardgoods and live goods is done all over the world. Currently LiveTrends sources its exclusively designed products from 18 different countries. Mastering this complex, global supply chain is accomplished via special partnerships around the world. After production, all products are put together in the US. In 2017 the company was honored to be #256 in the 2017 Inc. 500 list of Fastest-Growing Businesses in the United States. “Our biggest advantage is that we have the ability to produce truly unique, hand-crafted products for the mass market and for a mass market price. Our goal is to deliver joyful living products to every home and every office, affordable to everyone. This way we can reach 220,000 consumer homes per week.”
Currently LiveTrends is being distributed at over 15,000 retail stores in the US, Canada and India. The company is also looking for partnerships in Europe and Asia.
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