New Living Introduces Kids, Plans a Lifestyle Brand

The healthy living concept store is adding more lines and a new focus on kids.

By Sarah Rufca Nielsen June 29, 2015

The New Living Kids collection includes handmade and reclaimed futniture and accessories.

No one is more frustrated by the preponderance of mattress stores invading the inner loop than Jeff Kaplan. Kaplan is the founder of New Living, which has made organic mattresses a major part of its retail storefronts on Kirby in Rice Village and on 19th Street in the Heights.

Rather than present New Living as just another mattress store, the retail concept is evolving into a healthy lifestyle store. The mattresses are still there, tucked into New Living’s line of beds made from local reclaimed wood and made in the store’s on-site workshop. But now there’s also organic cotton sheets by Coyuchi, all-natural cleaning products by Branch Basics, incense by Juniper Ride, locally made pottery, organic rugs woven by a collective in Afghanistan and potentially the world’s softest line of organic cotton loungewear, Skin, not to mention other reclaimed wood furnishings under the store’s Made @ New Living label.

The new lifestyle section at New Living in the Heights.

“We know that we are different from the mattress stores on every corner, but we really want to be a lifestyle destination, so people can come in and check us out without necessarily planning to buy a bed, or a mattress,” says Kaplan.

Next week the New Living store on 19th Street will officially debut a new collection in its second floor space focused on children’s furnishings and accessories. New Living Kids includes furnishings by Cris Marusiak, who started designing tables out of reclaimed industrial barrels in Peru and recently relocated to Houston.

“We wanted to focus on kids and nurseries because this is the point when a lot of people start to get it, when they start paying attention to what is going into their homes,” says Kaplan.

The New Living Kids collection includes one-of-a-kind pieces from unique reclaimed materials as well as standard furnishings including a cribs, case goods, tables and upholstered seating, all designed to be cute enough for a nursery but neutral enough to belong in any room.



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