MILAN — Birdie Fortescue, the British interiors brand known for its globally inspired aesthetic and fine crafted pieces, has made its first international expansion move.
On Monday, the firm told WWD that it opened a six-month pop-up to cater to trade business at The Interior Arts Building in Manhattan’s Upper East Side. The opening was programmed alongside the launch of its U.S. website that will expedite shipping across the nation. It marks the first international move for the Norfolk, England-based brand, following a strong increase in demand from the U.S. in recent years, Fortescue told WWD. The installation in the Interior Arts Building includes living, bedroom and garden vignettes that demonstrate her versatile designs.
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“We’ve had a lot of interest from America, and we’re speaking a lot on a regular basis to both designers and consumers. It’s just wonderful to be able to show the product because there is nothing nicer than being able to sort of see something in person. So we feel this is a very much the next step, but it’s very much a soft launch,” she said.
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Fortescue is an interior designer and antiques dealer who began her career in her 20s working for fabrics and wallpaper firm Colefax & Fowler in both the U.K. and U.S. In 2016 she launched her first collection of block-printed soft furnishings, following the founding of her antiques business in 2014.
Throughout her collections, her travels to Asia, Africa and Europe have inspired distinct prints, patterns, techniques and color palettes.
Products are produced in small batches by artisans in countries like India, Vietnam, Indonesia, Portugal, and the U.K. and include custom furniture and textiles inspired by travel. Fortescue produces seasonal collections twice a year. The latest is the Silk Road collection, which was influenced by her recent trip to Uzbekistan, its architecture and textiles, she said, holding up a pillow covered in a block-printed fabric that was inspired by the window of a mosque in Uzbekistan.
Moving into the U.S. market was key to growth, despite trade woes. Her inventory will be warehoused in Albany, N.Y., to ensure timely shipping to U.S. customers. The U.S.-facing e-commerce website has been launched with retail prices tailored for American customers, factoring in shipping and tariff costs upfront, she said.
“As the tariff news was coming out, it was all a bit galling. But anyway, we’ve plowed on and we’re here to make it happen. There is strong demand… We feel we’re ready and prepared,” she said.