Curio Home Goods Launches

Munchkin, the baby lifestyle company with a track record for innovation, is moving into new retail verticals with the incubation and formal launch of Curio, a premium home brand.

To underpin the launch, Munchkin and Curio chose global digital product company Work & Co —known for its track record of launching best-in-class digital retail experiences and e-commerce platforms for everyone from Apple and IKEA to Givenchy to Aesop— to lead the digital design and contribute to the art direction for the new website. Ambaum was a development partner, and Matthew Barnes led photography.

“As a digitally-native home goods business, our goal with the Curio website was to express the curiosity and whimsy inherent in the brand — while also demonstrating the clever innovations behind each product,” said Parker Sapp, Group Director of Product Management at Work & Co.

Curio’s inaugural product line, the Ionic Collection, will start in the kitchen, but it’s progressing towards a goal of elevating every room of the home.

The brand’s products are built around its premium design ethos:

• Create both highly functional and aesthetically beautiful design accents in any room of the home.
• Ignite imagination and transcend routine with innovation, from magnetized mounts to covert cleaning systems.
• Every product is durable and functional, but also stops you in your tracks to get a closer look.
• Design products to last, with replenishable products and subscriptions available for repeat customers.

Said Sarah Pura, VP Marketing for Curio: “The site is our first step towards a larger omnichannel vision with Curio, as we introduce ourselves in the $65 billion home furnishings market. It’s an important step in Munchkin’s plan to become a house of brands, with multiple brands that touch every room of the home and every stage of the consumer life journey.”

She added: “In launching Curio direct-to-consumer, we knew it was critical to partner with a best-in-class digital product firm. There’s really no one that brings the depth of e-commerce experience and appreciation for innovation in the retail space as Work & Co does. They understand the importance of integrating a rich brand system into the digital environment, and how to showcase unique feature sets like the innovative products we have at Curio. For us, it was paramount to work highly collaboratively with their team from day one. Our teams built immense trust developing the digital vision and launching Curio together.”

Read more about Curio’s launch in Forbes.