Blending casual comfort and traditional elegance, Kreiss moves forward with 21st Century style. By Humberto Guida

The Kreiss Collection has come to defi ne casual elegance. Known for large neutral colors, natural accents, over-sized pillows, never stuffy, and often quite “retro-future,” Kreiss has developed a following among discerning homeowners and designers around the world. And with the debut of lines like the new Mambo Collection, as well as the continued signature styles of the California and Panama Collections, Kreiss looks to re-brand itself by showcasing the brand it has been along. “

Customers really began asking for ‘our’ look. Recently, we were doing looks that were popular and reaching a wider audience, but now we’re trying to cater to our customer base with the unique brand they come to love in the fi rst place,” Loren Kreiss explains from his office at the San Diego company headquarters. “Three years ago many people were doing exotic woven pieces, mostly imported from over seas. Many of those products were low-end quality. We’ve decided on doubling down on luxury. So we’re coming full circle. Coming back to what we do best. What Kreiss is all about.”

What Kreiss is about has become known as the “California Look” - a blending of timeless grace, understated quality, traditional elegance and the Kreiss trademark of casual comfort. Kreiss Collection’s standards are clear. The wood should be warmer, the textures richer and the patterns more elaborate than any other line on the market, and it all should evoke a fashionable sense of serenity. “What we’ve done over the years is develop a signature style we call the California look. It’s elegant, and it’s comfortable. We mix materials together, like travertine, a natural stone. We don’t like to do things too matchy, matchy. Some people ask ‘where’s the dresser that goes with this?’ And there isn’t an exact dresser that goes with it but it goes with it per se. It’s an eclectic blend of looks.”

“The reason we have so many celebrities relate to us is because we have a style that’s synonymous with California which I feel is synonymous with celebrity lifestyle,” Kreiss exults, then listing some of the celebrities who’s homes have been furnished by Kreiss Collection including early patrons Ronald Reagan and Mohammed Ali, to current customers Janet Jackson, Michael Jordan, Chris Rock, Eva Longoria, Paul McCartney, Ringo Star, Magic Johnson, and Renee Zellweger. Read More...