Accent Décor’s growth strategy blends trends, service and an expanded showroom

It’s been nearly three decades since Frank Hofland and his wife, Margaret, took their three daughters to Atlanta to start Accent Décor, Inc., but the journey was set in motion years before. Inspired by a dream of providing products that “would ignite a passion for beauty and design within the floral industry,” Frank began traveling the world in search of “design-focused” floral containers for his father’s greenhouse business in Canada as a teenager. Years later, the Hoflands built their company around a trio of ideals that included this same commitment to innovative product designs.

“At Accent Décor, we prioritize understanding what our customers want and need,” said Sarah Bagle, president and chief creative officer, and one of the three daughters on that initial trip to Atlanta. “By engaging with our customers directly and incorporating their feedback into our design process, we maintain a strong connection that fuels our ongoing success.”

The early engagement with customers led to a perpetual expansion mode for the company. Since the initial focus on floral products, Accent Décor’s assortment has grown to include every room of the home, every season of the year, and every holiday on the calendar.

“Interacting with our customers is a cornerstone of our approach,” Bagle said. “We engage with them in our showrooms, conduct surveys and gather feedback through various channels. This direct input allows us to understand their evolving needs and preferences, which directly informs our product development process. Our customers’ voices are invaluable in shaping designs that are both beautiful and functional.”

High Point expansion

Buyers who visited Accent Décor for last month’s fall High Point Market saw products displayed in a new space that doubled the size of the previous showroom’s square footage. Nearly 200 never-seen-before home products debuted at market in the new showroom, a roll-out that was designed to maximize the Accent Décor team’s learnings about how their customers shop in High Point versus Atlanta and Las Vegas.

“This expansion meant that our customers saw hundreds of products for the first time, designed with their preferences in mind,” Bagle said. “Over these past three years, we’ve learned which products resonate most with High Point shoppers and how designers perceive our offerings. This knowledge allowed us to curate a product selection that aligned perfectly with their preferences. The new showroom was an embodiment of these learnings, tailored specifically to meet the needs and tastes of the High Point customer.”

The doubled space allowed the Accent Décor team to “intentionally design the space, flow, furniture and fixtures to visually speak to our customers in a language they understand and appreciate,” Bagle said, adding that the latest home collection focuses on scale, handcrafted details and originality. The new 9,700-square-foot space featured more than 400 new arrivals and 180 products debuting for the first time at High Point Market, and company officials said that the curated space showcased “artful containers with innovative textures, unique materials and handcrafted elements, alongside sculptural vases, playful yet functional plant products, and a thoughtfully designed selection of seasonal accents.”

“The launch of our new showroom at High Point was a significant milestone for Accent Decor,” Bagle said. “This decision was driven by the remarkable growth we’ve experienced in just a few years within this market — an opportunity we couldn’t pass up as we continue to broaden our presence. Over the past few years, we’ve strategically grown our in-house designs to craft exclusive, innovative products. Our expanded home accent category fills a gap we’ve identified at High Point, bringing a fresh, artful and trend-forward assortment to the market. Our goal is to become a must-visit destination for design-driven buyers seeking distinctive and inspiring pieces.”

Product development and growth strategy

Bagle explained that Accent Décor’s commitment to creating “design-forward” products is the starting point for the company’s business strategy and sets it apart as a leader in design and from competitors in the same category space.

“Staying ahead of trends is crucial in the ever-evolving home décor market,” she said, noting that the Accent Décor team will experiment with new materials, explore unconventional design concepts and enter new market segments in its ongoing commitment to growth. “We pay close attention to both design trends and market movements. Our team regularly attends industry shows and events, gaining insights that inform our design process and keep our collections fresh and exciting.”

Items in the new collection included a variety of materials, from high-end, large scale glass pieces to a new stone collection that featured alabaster, marble and sandstone. The curated mix reflected the confluence of fashion and home trends observed by the Accent Décor team, a group that is still hitting the road in search of emerging trends.

“We scour the globe, attending prestigious design shows in Europe, keeping a pulse on various trend reports and publications,” Bagle said. “This global perspective allows our design team to stay ahead of the curve, continuously inspired by the latest innovations and styles from around the world. Additionally, our design team keeps a keen eye on the fashion industry, recognizing that trends in apparel often trickle down to home décor and accessories. This is especially true for color trends, where the latest hues on the runway influence the colors we choose for our collections.”

Addressing industry challenges

Recognizing that many retailers struggle to capture the attention of disinterested consumers, Bagle explained that many of Accent Décor’s retail partners “excel at creating environments that go beyond mere shopping.” A direct counterpoint to consumer apathy, these retail environments turn a consumer’s visit to the store into a unique experience of beautifully designed products, storytelling and imagination, an endeavor that the Accent Décor team addresses with product and presentation.

“We support our retailers by providing exceptional customer service and engaging displays that captivate and inspire,” she said. “Our showrooms are often the first stop for many shoppers (at market) because we consistently wow them with our seasonal displays and innovative product presentations. These visually appealing setups not only attract customers but also enhance their shopping experience, making it enjoyable and memorable. By providing items that blend aesthetics with affordability, we enable our partners to attract a broader range of customers and keep them coming back.”

In addition to the challenges of a distracted consumer audience, supply chain disruptions and rising shipping costs are playing a role in strategy development for 2025, according to Bagle. She noted that the company remains focused on growth regardless of marketplace instabilities and added that pursuing innovation, pushing boundaries and listening to customers is at the top of the action list.

“By treating our customers as business partners and truly understanding their needs, we can design products that their customers will love,” she said. This customer-centric approach ensures that our offerings are always aligned with market demands and preferences.

“Business trends that we could rely on pre-COVID-19 are no longer as predictable. This uncertainty requires us to be more agile and adaptable in our approach. We closely monitor economic indicators and market trends to make informed decisions and adjust our strategies as needed. This proactive approach helps us stay ahead of potential disruptions and capitalize on emerging opportunities.”

And like many companies, the principals at Accent Décor are charged with reacting to unforeseen shifts in consumer preferences and behaviors. When the consumer purchase waters muddy, Bagle and the Accent Décor team return to their plan, a composite of core values, customer service and outstanding products.

“We continue to invest in our design team and product development processes to create unique, high-quality products that stand out in the market,” Bagle said. “There is a significant opportunity to deepen our relationships with customers. By engaging more closely with them, understanding their needs, and providing tailored solutions, we can enhance customer loyalty and satisfaction. This involves leveraging customer feedback, conducting surveys and maintaining open lines of communication to ensure we are meeting their expectations.”