Melrose International grows beyond its backyard roots

Home decor company Melrose International keeps abreast of worldwide trends while staying true to its down-home roots. Gary Klingele and Michael Gingrich started the company in 1985 as a backyard operation. The duo cultivated and dried flowers, selling them locally.

The fledgling operation quickly became the largest U.S. wholesaler of German statice. Looking to grow the business, the partners decided to broaden their dried floral offerings and introduce silk flowers to their lineup. The team joined forces with an investment group, allowing Melrose to begin direct importing of products.

The company’s wider scope prompted it to adopt its current name, Melrose International, in 2002. It also signaled the introduction of small home decor items to an already extensive collection of products. Over time, Melrose International’s carefully selected mix of floral items and decorative accents evolved into the Countrypolitan line.

Melrose marketing representative Wynne Schwenk described Countrypolitan as a combination of urban elegance with rustic charm. It’s a style that resonates with consumers. Complementary elements within the line can be mixed and matched to create custom looks for the home.

To help retailers and consumers effectively combine floral and accents, Melrose International built a Special Projects page on its Web site. This online resource provides detailed instructions for creating eye-catching arrangements. Retailers can also access marketing tools on the Web, including full-page Melrose ads that can be personalized with store contact information.

The company is committed to keeping retailers aware of the latest trends, Schwenk said. Founder Gary Klingele will send out e-mails to clients describing new styles he’s encountered on buying trips. Melrose sales representatives also serve as resources, helping retailers plan for coming seasons.

This year, Melrose is responding to several emerging trends. Loose, informal floral bouquets are popular, Schwenk said, as well as vibrant --almost tropical -- colors. Candle holders and accessories, especially ones that can go outdoors, are sparking interest too.

A larger, overarching trend is the homeowners’ desire to get more out of every home accent purchased. For example, Melrose offers a decorative peacock that features an empty, hollow space. This area can be filled with ornaments during Christmas and eggs at Easter.

“People need more permanent things that will carry over from season to season with only minor changes,” Schwenk said.

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For more: Melrose International, (800) 282-2144; www.melroseintl.com.