Garnet Hill Inc., an online and catalog clothing and home furnishings company based in Franconia, N.H., is not exactly a household name, but chief executive Claire Spofford hopes to change that. A subsidiary of Home Shopping Network Inc., it has undertaken efforts to bring in new customers and raise its visibility by opening brick-and-mortar retail locations in the United States this year. Reporter Megan Woolhouse spoke with Spofford about the company’s loyal customer base, how she is trying to widen it, and how physical stores fit into the expansion equation.
1Spofford, 55, said Garnet Hill is a “lifestyle’’ brand, even though she doesn’t like the term because it implies a lack of specialization. The company got its start 40 years ago selling super-soft flannel imported from Europe through catalogs that included actual swatches of fabric for customers to touch.
The catalog still offers flannel sheets and pajamas, as well as a curated assortment of high-end blankets, clothing, rugs, and more made from cashmere, linen, and other unusual fabrics and textiles. This summer, the company launched its first pop-up shops — a mobile boutique in a shipping container fashioned into a tiny house decorated with Garnet Hill products.
“We’ve always marketed ourselves through our catalog and website. What we’re doing now is we’re finding experiences for people to engage with the brand and learn about our products in unique ways. That’s a lot of what’s going on in retail, creating this experience so people want to go out and shop because so much business these days is done online.’’
2Spofford, a graduate of the University of Vermont with an MBA from Babson College, previously worked for Timberland LLC in Stratham, N.H., and J. Jill Group Inc. in Quincy. She said she identifies with the Garnet Hill shopper because she’s been one for decades and said she wants to buy beautiful things that last.
“I think there is a backlash to people just buying tons of stuff and having too much stuff, it can encroach on your life. . . . People are searching for authenticity and brands with heritage. It’s a trust thing, and it’s also maybe a nostalgia thing.’’
3The company has more than 200 employees, 160 in Franconia and 40 in Exeter, N.H. Spofford also visits HSNI offices in New York up to 10 times a year. Garnet Hill products are not sold through the Home Shopping Network.
“We’re kind of a well-kept secret, and we feel like we’re ready for prime time.’’
4The company also operates a seasonal store in the Hamptons, which she views as a marketing tool to attract attention and work with designers, even more than as a place for actual goods. She is considering locations for new stores, including one in Boston, but said nothing has been finalized.
“We are really considering something in Boston, as there is a strong and loyal customer base for us there.’’
5Spofford rents a home in Franconia to be close to the company headquarters (she also owns a home in Essex, Mass.). She said she drops into the Garnet Hill outlet store in Franconia that sells seconds occasionally, too.
“It’s behind Wendle’s Delicatessen & Cafe. It’s not slick, but customers love the thrill of the hunt. You never know what’s going to be there.’’
Megan Woolhouse can be reached at megan.woolhouse@globe.com. Follow her on Twitter @megwoolhouse.
