BROOKLYN, N.Y., — New American Design furniture designer and manufacturer Uhuru Design announced it is launching Propr, a direct-to-consumer line of home office furniture.
Propr's initial offerings include a collection of desks, with plans to roll out seating as well as lounging, contextual and architectural products over the next year. The company noted Propr's products will be about a third of the cost of the main Uhuru line, ranging from $99 to $800.
"The launch of Propr serves as an additional mechanism to the continued growth of Uhuru's House of Brands with an attainable, yet premium-aesthetic line," said Leo Lucisano, CEO of Uhuru Design. "Propr gives us the opportunity to offer transparent, durable, long-term solutions to remote workers who had to install pop-up offices at their kitchen tables during the coronavirus pandemic, but demand and deserve more."
Propr capitalizes on the growing resimmercial trend – a merging of residential and commercial – and work-from-home market, which exploded in the wake of the pandemic. The company cites a study by Stanford Institute for Economic Policy Research, which finds 42% of the U.S. labor force—157 million people— are now working from home full time, and that the upsurge in working from home largely here to stay.
"Propr is representative of Uhuru's distinguished designs, while incorporating a lighter, brighter and more colorful element that stays true to our New American Design roots," said Jason Horvath, co-founder, chief creative officer and president of Uhuru. "We have always tried to marry the best of form and function, and this new product line allows us to do it on a bigger scale and to reach a broader audience with its affordability and elegance."
Uhuru said it is also planning to roll out a branded custom offering for retail, hospitality and high-end residential as the next step in its evolution.
Based in Brooklyn, New York, Uhuru was established in 2004 by graduates from the Rhode Island School of Design. The company includes a contract division that specializes in commercial furniture and building brand-specific products, as well as a direct-to-consumer line under the Propr brand.
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