Furniture retailer Ashley Homestore has debuted its newest lifestyle private brand, mane + mason. A brand that combines sleek design with a cozy farmhouse aesthetic, mane + mason lets young families get back to their roots, while it reflects their modern lifestyle.

A uniquely fresh take on today’s country living, mane + mason blends clean looks with nostalgic detail. Well-worn woods, woven wicker storage, and galvanized steel are staples of the lifestyle, while bright and bold accents pop against the gentle shades of upholstery.

“mane + mason was a natural next step for us in our mission to design and craft timeless styles that are comfortable, livable and affordable,” says Ashley CEO Todd Wanek. “With this high-quality and beautiful lifestyle, we are proud to make modern farmhouse design available to anyone wanting to come home to a cozy, stylish space that celebrates the everyday joys in life.”

In recent years, the popularity of the urban farmhouse aesthetic has skyrocketed in homes across North America. “Farmhouse”-related searches on Pinterest have increased 300 percent over the last five years.

“mane + mason is made for families and designed to grow with them,” says Kristi Ellis, Ashley’s VP of retail merchandising and planning. “The beautiful mix-and-match pieces are extra durable and full of modern farmhouse detail, while still bringing effortless style to everyday life.”

The new brand is available online and in-store at Ashley locations across North America. Offering premier service, Ashley has created mane + mason to provide families with a timeless look at the best value.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.