It takes more than furniture to make a home feel like a home.
And Michael Amini, chief executive of furniture manufacturer Amini Innovation Corp. Office, or Aico, is trying to make it easier for his customers.
The Pico Rivera company makes luxury furniture but is now getting into other products – including rugs and light fixtures – through brand-licensing deals.
“What we’d like to do is offer more than just furniture,” Amini said. “Furniture can be the main solution to the home, but without the help of the rug, wall art, lighting and accessories, the home is not a complete home.”
The company partnered with Janet Guy, president of Prestige Art in Laguna Niguel, and launched its first 22-piece art collection last month. For rugs, it worked with Alex Peykar, president of Nourison in Saddle Brook, N.J. Prices range from $400 to $5,000 for the rugs; prices for the art start at about $600.
Amini said licensing allows the company to focus on its core business but still provide high-quality products through partners.
“We can only do so much,” he said. “The size of the company becomes way too big to do everything right.”
For example, he said a venture into lighting accessories comes with its own regulations and safety standards that would require the company to hire engineers and product developers. And because most of its business is international, it adds another layer of work.
“I’d rather do it with partners who can do those things very well and have a name brand which can complement our name brand,” he said.
Rugs, lighting and art are the latest expansions for Aico, which is trying to position itself as a fashion brand rather than solely a furniture company.
Last year, it took its first step out of the traditional furniture world by offering a new line of bed sheets and pillows sold at retailers such as AllaModa Furniture in Sherman Oaks and Bed Bath & Beyond.
Aico, founded in 1988, has eight international stores. It has 125 employees at its 300,000-square-foot facility in Pico Rivera.
Special Delivery
Rockenwagner Bakery of Santa Monica is firing up the oven after signing a multiyear partnership with Peet’s Coffee & Tea of Emeryville.
The bakery started distributing its pastries, breads and desserts last month to 34 of Peet’s coffee shops throughout Southern California.
Hans Rockenwagner, the bakery’s chief executive, said this is the first partnership of its kind for his company.
“We had a couple months to gear up for it,” he said. “But this is the single biggest jump in production that we’ve had as a baking company. So, it’s a big deal to us and we take it very seriously.”
The company landed the contract after learning that Peet’s was in search of a new vendor for its pastries.
Rockenwagner said Peet’s will offer items only available at the coffee chain, such as a cranberry almond wheat free muffin and kouign-amann, as well as staples sold at Rockenwagner Bakery and to clients including the Standard Hotel in downtown Los Angeles.
Rockenwagner founded the bakery in 1990. It has three locations and a staff of 115. Its products are also carried at Whole Foods Markets and Gelson’s Markets.
Revolving Doors
Ivivva, an athletic wear store for young girls, will be opening this week at Plaza El Segundo. The 1,710-square-foot space will be located next to retailer Lululemon Athletica, which owns the girl’s athletic brand. … Media company Univision Communications Inc. in New York will be opening two retail locations next year in the redesigned Terminal 2 of Los Angeles International Airport. The two stores, a first for the company, will feature snacks and beverages representing Latin America as well as Univision-branded products and news. … Yogasmoga in New York, a yoga apparel brand for men and women, opened its first West Coast location in Brentwood last week. … Boutique Sage Lifestyle has reopened on Larchmont Boulevard after owner Sage Machado shuttered the original location on Beverly Boulevard last year. … Accessories designer Clare Vivier will be opening a Clare V. boutique this week in Santa Monica. … Parisian boutique L’Eclaireur will be opening its first U.S. store in West Hollywood in March. … Sushi restaurant Yellowtail Sunset opened last month in West Hollywood. It’s the second Yellowtail restaurant for chef Akira Back, who opened the first in Las Vegas at the Bellagio. … Christophe Happillon, L.A.’s only master ecailler (shellfish master), opened his first restaurant last month, Oyster Gourmet, at downtown L.A.’s Grand Central Market.
Staff reporter Subrina Hudson can be reached at [email protected] or (323) 549-5225, ext. 251.
