“Luxury Craft. It’s the heart and soul of everything we do. Like all classic American things – fast cars, baseball games, the blues, jazz, rock and roll – Verellen furniture was born from a spark of innovation with a nod to tradition. Subsequently refined and polished with a global point of view. When something is both beautiful and well made, hand crafted and timeless, it’s the best of both worlds. Sustainably sourced and designed to endure. Tradition transformed by innovation.” – Verellen
We have represented Verellen at Urbaine Home since the first day we opened. We found their showroom in High Point, NC several years ago while visiting market. We had finished going through market proper and with some time to kill walked through some shops in the neighboring town of Greensborough. A local shop owner told us about Verellen. We were so intrigued we drove back to High Point and sought out the showroom.
We instantly fell in love with the brand and everything they represent. The showroom is outside of the market on a side street; very discreet, with a European sensibility. The building, an old warehouse has been fitted with wooden shutters and painted white. Architectural plantings line the building creating a soft buffer between street and showroom. A crushed rock drive with an outdoor covered space gives the sense of something wonderful to come when you enter through the door. This year the addition of Verellen branded bicycles for customers wanting to take a quick spin and two custom Vespas lends a playful twist.
Upon enter your eyes slowly adjust to the walnut burning in the fireplace, a subtle smoke in the air lingers through filtered sunlight, mixed with discretely burning candles. For us this was the moment our hearts fluttered and knew we must have this line as part of our collection at Urbaine Home. I truly hadn’t been this excited about an entire collection in quite some time. You know when your heart aches you have discovered something good. The washed Belgian linens, the chunky wools, the lines, the sit of the pieces; everything is so spot on it make recommending and specifying their products a no brainer for any designer. With graded in fabrics and customization options you can find something for every occasion. They cleverly offer a standard depth or an ‘American’ depth which is a few inches shallower. Our love of the line stems from the casual nature. The loungey feel of each piece invites the sitter to pull their feet up and relax. The brand’s slogan “Belgian conception meets American perfection” sums it up quite nicely.
The owner, Tom Verellen, is very hands on. He was in the showroom with his wife and son every day during market, offering drinks, hosting parties and getting to know his clientele, a rare thing in the furniture industry these days. The showroom offers a nice oasis to escape from the chaos of the large market down the street. We found ourselves retuning time after time to sit, examine and enjoy the overall experience the showroom has so successfully created.
The line also offers tables, lamps and bedding to complement their upholstery pieces. A nice addition to complete the Verellen look. The company remains a little mysterious, not showing all of their pieces online, instead saving full access for committed retailers. The dedication and commitment speaks to their integrity and style of business. Someone we feel good doing business with and would never hesitate to recommend to a client. We have several Verellen pieces on the floor with more on the way. Come sit with us, and let’s create something wonderful.
“Because our furniture is handcrafted it has a heart and soul. It possesses a spirit like a living thing and embodies fully the extent of every fiber, stitch, and staple that went into its construction. It breathes with life, transforming over time just as we ourselves do.” – Verellen