- The Apartment by The Line is a high-end home and fashion retail space in SoHo, Manhattan, that’s set up like a real home.
- It’s created by Assembled Brands, which was founded by Adam Pritzker, who also co-founded General Assembly.
- Assembled Brands aims to help small companies within the home, fashion, and beauty space by providing various business services.
Inside a third-floor SoHo loft sits a $US12,000 velvet couch, a $US28,000 hanging black-and-white Henri Cartier-Bresson print photograph, two $US4,000 chairs, and everything else that makes for a cosy yet chic home.
It’s a beautiful living room, and it’s all for sale.
The store, which is called The Apartment by The Line, was created and carefully curated by the team behind Assembled Brands: founder and CEO Adam Pritzker and Creative Director Vanessa Traina. Pritzker and Traina started Assembled Brands in 2013 and describe it as a modern holding company. Basically, they provide various business services to small companies within the home, fashion, and beauty space. But before they worked with other brands, they started three of their own: The Line, Protagonist, and Tenfold.
By developing, manufacturing, marketing, and ultimately creating a storefront for their own lines, Pritzker and Traina were able to identify the problem spots and difficulties that other small companies were experiencing within the retail industry.
“What draws brands to [Assembled Brands is] that we have operating experience. We built these services out of the pain of operating these businesses ourselves — across both online and offline environments,” Pritzker told Business Insider.
Together, the two are aiming to help what Pritzker identified as an “underserved” industry, by lowering operating costs and increasing distribution for these smaller companies creating products. Brands that are clients of Assembled Brands are a part of what they call “The Alliance.”
Below, take a look The Apartment by The Line and the operation team behind it: Assembled Brands.