Croft House Embodies California Modern Aesthetic
Riley Rea and Alex Segal, Founders
Los Angeles, CA
Both of us live in mid-city Los Angeles. Neither one of us studied design in school, but found an aptitude for it and a creative outlet for ourselves through Croft House. We're both very inspired by our surroundings, specifically the brands in our lives. Places like the Row in DTLA and Platform in Culver City are thriving with boutique, innovative brands, like Janessa Leone and Flask and Field. It's really inspiring to explore each of these retail environments and see what fun, distinct and new things other people are doing. It really gets the creative juices flowing!
Croft House is a manufacturer and retailer of handmade furniture in downtown Los Angeles. We strive to create modern designs with natural materials, combining the two to create a furniture collection born of the California lifestyle.
In late 2009, Riley started refinishing pieces he bought off craigslist and then resold them out of his garage. That quickly moved to hand making pieces in the same location, which was really the infancy of the company. The idea was pretty simple - we can buy these materials, shape them into a piece of furniture, and then sell that for more than we bought the materials! Not a very original idea, but something that felt very novel and satisfying.
We try to embody the California Modern aesthetic in each one of our pieces - translating the expansive California lifestyle into tactile, functional designs. There's no better way to bring the California aesthetic into your home than through our pieces.
Our favorite place for people to shop is in our showroom on La Brea Ave. in Los Angeles. We love having people come in to see the pieces in person and experience the brand. We know that's not doable for everyone though - so the world wide web works just fine too.
This is an easy one! Our Sierra Chair is our - and seemingly everyone's - favorite Croft House piece. It's our signature piece, and embodies so much of what our design sense tries to highlight – it’s simple, elegant, natural, open and clean. Not to mention it's very, very comfortable.