Business of Home Podcast Summary: Lawson-Fenning Doesn't Sweat the Copycats

Introduction

In the March 3, 2025 episode of the Business of Home Podcast, host Dennis Scully engages in an insightful conversation with Glenn Lawson and Grant Fenning, the visionary founders of the Los Angeles-based furniture brand Lawson Fenning. Renowned for their intricate designs and commitment to quality, Lawson Fenning has recently embarked on an exciting expansion to New York, collaborating with industry giants DWR and CB2. This episode delves into their entrepreneurial journey, strategic growth, challenges with copycats, and their steadfast dedication to maintaining brand integrity.

Early Beginnings and Founding of Lawson Fenning

Glenn Lawson and Grant Fenning's foray into the furniture industry began in the late 1990s as adept vintage furniture pickers. Both artists from art school backgrounds, they leveraged their passion for design to curate and refurbish vintage pieces, gradually building a reputable presence within the Los Angeles design community.

Grant Fenning [03:00]: "We were in art school, designing, furniture, making product, having fun and we sort of accidentally stumbled into this business."

Their initial success came from utilizing student loans to purchase and renovate furniture, which they sold at local markets like the Rose Bowl. This grassroots approach not only honed their design skills but also established a loyal customer base.

Grant Fenning [04:20]: "We sold everything within an hour to people on roller skates with flashlights and the early morning crowd. This is pre-eBay, sort of pre-Internet online shopping. So we were sold out by the time the Rose Bowl actually opened."

Organic Growth and Establishing a Client Base

Transitioning from market stalls to a permanent retail space in Old Town Pasadena marked a pivotal moment for Lawson Fenning. The unplanned but serendipitous choice of a retail-facing location allowed passersby to discover their unique offerings organically.

Glenn Lawson [05:22]: "We've never really had... very eclectic locations over the years and we have had very little signage. We've never had any marketing, we've never done sales."

This strategy of minimal marketing and reliance on word-of-mouth referrals attracted notable designers and celebrities such as Michael Smith, Kelly Werster, Paul Fortune, Carrie Joyce, and Madeline Storm. Their commitment to letting the product speak for itself resonated deeply within the design community.

The Significance of the New York Market

Recognizing the substantial demand from New York clients—who accounted for 20-30% of their yearly sales—Lawson Fenning strategically planned their expansion to the East Coast. Although an initial attempt to open a showroom in the West Village was thwarted by the COVID-19 pandemic, the brand persevered, ensuring they had the production capacity to maintain quality during the expansion.

Grant Fenning [17:41]: "There's a lot of lease negotiating, and then 2020 hit and we were able to sort of exit that deal and didn't have to open in the midst of a pandemic, thank God."

Ultimately, opening the New York showroom became a testament to their adaptability and dedication, with over half of their business now stemming from the tri-state area.

Dealing with Copycats and Market Challenges

As Lawson Fenning's designs gained popularity, the challenge of copycats emerged. Grant Fenning acknowledges this as an inherent part of the business, especially when their innovative pieces garner attention.

Grant Fenning [27:19]: "If your work is exciting or interesting, people are going to copy it. And we try to keep it fresh and move on."

To combat this, Lawson Fenning pivoted towards the hospitality sector, entering BDNY for the first time. By offering licensed designs and emphasizing quality and customization, they aim to appeal to hospitality clients who might otherwise resort to cheaper imitations.

Grant Fenning [28:15]: "If we can offer them a better price point at scale, if we can offer them sort of unlimited customization, suddenly we've sort of cracked the code and are able to jump into a different market."

Collaboration with CB2: Designing for a Different Market

One of the standout initiatives discussed in the episode is Lawson Fenning's collaboration with CB2. Tasked with creating a more affordable line, Lawson Fenning approached this partnership with openness and creativity, designing over 200 pieces without being constrained by CB2’s existing brand specifications.

Grant Fenning [30:35]: "CB2 is like, hey, you want to design 150 pieces. So we're like, sounds great."

This collaboration allowed them to explore new materials and styles, pushing the boundaries of their traditional designs while maintaining their signature aesthetic. The partnership not only broadened their market reach but also enriched their design repertoire.

Grant Fenning [32:27]: "We have just total control over what we wanted to present as long as it hit sort of their, you know, they needed lighting, they needed, you know, textiles, everything."

Branding and Maintaining Brand Integrity

A significant portion of the conversation revolves around the importance of branding. Lawson Fenning emphasizes that a strong, consistent brand is crucial for recognition and success, citing RH (Restoration Hardware) as a model for effective brand establishment.

Grant Fenning [42:43]: "I think the thing they do so well is they've really created a brand. And that was something we looked at early on was it's Holistic."

The founders attribute their success to maintaining a clear and focused brand identity, which has been meticulously shaped with the help of mentors and brand strategists like Shawn Yasher.

Grant Fenning [45:27]: "What do you want people to remember? Who are you? What's the brand. What does it look like, feel like?"

Their collaboration with Disc Interiors and other like-minded designers further reinforces their brand, ensuring that every new piece aligns with their core values and aesthetic.

Future Plans and Expansion

Looking ahead, Lawson Fenning plans to continue their methodical growth, focusing on maintaining quality and creativity rather than rapid expansion. They are exploring additional product lines such as lighting and outdoor furniture, leveraging advancements in materials to innovate within these categories.

Grant Fenning [55:04]: "We are going to try to expand that outdoor line and shoot it off site. And even though we won't be able to hold a lot of it in our two retail stores, people will hopefully trust us and buy it."

Their cautious yet optimistic approach ensures that each step forward is measured and sustainable, allowing them to remain connected to their clients and maintain their high-touch business model.

Conclusion

The episode encapsulates Lawson Fenning's journey from vintage furniture enthusiasts to a respected name in the interior design industry. Their strategic expansion, resilience against market challenges, and unwavering commitment to brand integrity serve as a blueprint for aspiring entrepreneurs. Glenn Lawson and Grant Fenning exemplify how passion, adaptability, and a clear vision can drive sustained success in a competitive landscape.

Notable Quotes

• Grant Fenning [02:58]: "We didn't really know what that looked like. But we did need studio space."

• Glenn Lawson [05:35]: "We've never really had any marketing, we've never done sales. It's just sort of an in the know, kind of word of mouth thing."

• Grant Fenning [15:40]: "I think being able to make a custom sofa at the price point we make it at is a bit of a unicorn in the industry."

• Glenn Lawson [34:22]: "What do designers tell you is important to them?"

• Glenn Lawson [43:44]: "What do you think has made you memorable and more successful than many who have tried?"

This episode provides a comprehensive look into the ethos and operational strategies of Lawson Fenning, offering valuable lessons on sustainable growth, brand building, and navigating industry challenges.