Store Profile: Designstuff

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After five years as a thriving online retailer, Designstuff has opened a Scandi-licious showroom in Melbourne. Founder Christina Fedders shares her story.

Words Beth Greshwalk / Photography Simon Shiff

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Store owner Christina Fedders

Store owner Christina Fedders

When it comes to buying home décor, you can’t help but love the instant gratification of online shopping. But when you need some extra direction or inspiration, there’s nothing like a bricks and mortar store. This was the case for Designstuff, which began as a popular online destination for modern Scandinavian-style homewares and furniture and has now opened its own showroom in Melbourne.

“One of our most-asked questions after launching our website was, ‘Do you have a showroom?’” recalls Christina Fedders, Designstuff’s owner, manager and head buyer. “At the time, we were operating out of our granny flat at home. Though we were happy to welcome customers in, it really wasn’t the best setting to be showcasing our products.”

Believing it was the necessary next step for the business’s growth, Christina decided to take the plunge and open a public Designstuff shop in St Kilda. Collaborating with local designer Angela Harry, Christina worked to “set up a space suitable for viewing and interacting with our pieces”.

The result is a “hybrid” space, pairing the imaginative elements of a concept store with the ease of a traditional retail experience.

We’re excited to announce Designstuff as one our stockists. Grab a copy of the new issue of Adore in store. Address: 3-5 St Kilda Rd, St Kilda, Melbourne.

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This is an edited extract from Adore Home Magazine’s new Small Homes edition (in newsagents from June 3) and in the Adore online shop now (click to buy).