October 21, 2019
October 16, 2019
With his eponymous new interiors brand, Ben Soleimani is changing the way we shop, one click at time.
The 80-inch-by-90-inch cashmere oversize throw, $695, is made from 100 percent cashmere and the finest 550-gram yarns, chosen expressly for their extraordinary softness.
Ben Soleimani is a man who thinks before he speaks. As we sit across from each other drinking coffee in Beverly Hills, the 47-year-old designer, business owner and real estate developer pauses before answering my questions, then does so in a clear, measured way. This may not seem like an important detail, but it’s essential to the man’s character and connected to the creation of Ben Soleimani, his online, direct-to-consumer home brand that delivers luxurious, elevated pieces at unprecedented prices.
Founder Ben Soleimani
Before launching his new site, the Los Angeles- and London-based entrepreneur partnered with RH to design their rug collection (they have recently parted ways), and before that, built his family rug business, Mansour, in the United States. “I’m the kind of guy that needs to conquer things, but if there’s no more growth, I need to move on,” Soleimani says. “And this new business has all the growth in the world.” Beyond what’s for sale—he’s starting with rugs, pillows and throws and expanding to decor for the whole home in the next two years—the site has incredible service-driven features, including design consultants at the ready, virtual mood boards and style-driven quizzes. Data collected is stored for future shopping. Best of all, an innovative pilot program is launching in the L.A. market: The company will deliver pieces you’re considering to your home to try out, with white-glove service and a designer in tow. “We bring the showroom to you,” Soleimani explains. Whatever works, you keep; whatever doesn’t, goes back.
When it comes to aesthetics, Soleimani’s emphasis on high-quality materials, like plush New Zealand wool and sumptuous cashmere, and a less-is-more mantra are key in determining the designs, all of which he creates himself. And despite an oversaturated retail landscape, he’s never tempted to alter his vision. “The more there is in the market, the easier it is to stand out because there’s a lot of trend-driven design,” he explains.
“Trends come and go. People who have lasted over 30 years don’t follow trends; they create them.”
Photography by: Cashmere throw photo by Dan McMahon | Dan Soleimani photo by Santiago Turienzo