Exit Strategy

Today Earnshaws  announced that Utah based JJ Cole (you know, they don’t do the ABC show on Sunday) has acquired one of my favorite brands, San Francisco based Fleurville. I have long been a friend and a fan of this design-centric, ahead of the curve brand. I am never disappointed by my personal or professional time spent with brand founders – Steve and Catherine Granville. Their vision, leadership and frankly, their vibe is the brand. I can not separate the two in my mind. The world of Fleurville is really the most perfect physical manifestation of the keen eye and marketing smarts of Steve and his most talented and lovely wife and partner in crime, Cathryn.

They found a way to successfully integrate design and function with real environmental solutions. And of course, they have helped to keep parenting cool –

 One of my favorite Fleurville moments was back in July, 2005 when the New York Times Magazine featured the brand in the ever-popular Consumed column by Rob Walker. It was an incredible placement for the brand. But also, quite an advancement for the category in general.  A full page dedicated to the discussion of new parent consumerism and a continuation of the down with ducks and bunnies manifesto  that we had given birth to in the late 1990s. Finally, here in the Times was the truth about parents and their desire to maintain their sense of self as a parent – and of course, it was an excellent shot-out to Fleurville,  the  perfect bag for the “new parenting” journey.  

It seems that their super hip play will bring a cool and frankly, upscale edge to the very straight and narrow JJ Cole.  Their range represents not just an eco and design focus, but also color, spirit and whimsy. I am excited for my friends, and as always, celebrating the success of good brands.

Hey guys, maybe now that dinner at Cyrus is in order?