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MAY / JUNE 2011
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MARKET 6 MARKET A New Direction Serena & Lily brings its signature style to every room in the house 1 2 3 4 5 6 7 8 Seychelles Chandelier: $1,500; Serena & Lily Orchid/Army Feather Rug: $395–$1,150; Serena & Lily Sumba Stool: $98; Serena & Lily Gobi Embroidered Sheet Set: $145–$260; Serena & Lily Octavia Bed: $1,750– $2,600; Serena & Lily Pagoda Console Table: $990; Serena & Lily Bungalow Mirror: $595; Serena & Lily Army/Turquoise Feather Rug: $395–$1,150; Serena & Lily Paint in Marigold: $45/ gallon; Serena & Lily Paint in Marine: $45/ gallon; Serena & Lily Paint in Dune: $45/ gallon; Serena & Lily A 1 5 fter four years in business, Serena & Lily’s first catalog arrived in mailboxes introducing the country to the line’s signature mix of playful patterns and luxe nursery linens. Now in its seventh year the home furnishings and accessories company is all grown up, with new lines of bedding, furniture, and a range of fabrics in punchy colors that effectively bring its design sensibility into every room of the house. “It’s a great compliment when people call Serena & Lily ‘California cool,’” says cofounder Serena Dugan. “We are inspired by how people live every day, and not just a few days out of the year.” To celebrate the company’s expanded focus, Dugan and cofounder Lily Kanter enlisted friend Andy Spade, and his Manhattan-based design firm Partners & Spade, to envision a new logo with a cultivated appeal. Friends since 1984, Kanter and Spade met while working at Carter’s, a men’s fine clothing store in Phoenix, Arizona. “When we were trying to figure out who should help us, it was a no-brainer that Andy was the one for the job,” says Kanter. “He gets us. He gets where we have been and where we want to go.” Dugan and Kanter say their new collection of items for the home reflects their original source of inspiration: how people actually live. “When we feel that there is something hard to find,” says Kanter, “we aim to fill that void.” —M.L.A. r 8 9 10 11 7 Check out the newest catalog, brimming with California chic in the familiar Serena & Lily aesthetic. 2 3 4 44 Lonny may • june 9 10 11 may • june Lonny 45 2011 2011