Down Home in New York: Fishs Eddy, and the Retail Experience

January 23 2014

Many may view kitchenware shopping as a boring chore, but Fishs Eddy makes the experience totally fun and enjoyable. Honestly, it’s less like shopping, and more like the easiest treasure hunt you’ve ever done. Fishs Eddy is fully stocked with one-of-a-kind vintage and vintage-inspired pieces. They have literally everything you need, and plenty of things you never knew you needed so much. The merchandising and display reinforce the sense of personal fun, yet its true power is in being tied to our memories of a solid America that many of us have only experienced through books, movies, and the things we buy and the homes we create. So the brand is about a personal, universal, and romantic view of America, much like an uber brand like Ralph Lauren, or even a mall brand like Anthropologie.


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Fishs Eddy is a consistent and well-managed brand that has been around since 1986, one that has weathered many trends in home décor and entertaining. Shoppers respond to their casual vibe and country flea market "general store" environment, where hand-painted signage and wooden crates spill over with sturdy china bowls and plates. Even with their rustic aesthetic, the designs still feel relevant and on trend — a perfect example is their recent collaboration with minimalist, stylized wildlife illustrator Charley Harper. The pieces he designed with Fishs Eddy are crisp and modern, yet their retro, mid-century feel fits in perfectly with the brand’s thrifty, eclectic atmosphere and products. I can just as easily imagine a 50’s southern housewife shopping here, as well as a hip, young New Yorker. The shoppers around me were saying that it’s simply impossible to leave without purchasing at least one tiny cup.


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The takeaway: Know your brand, and manage it well. Know your market, and hit your market with consistent brand touch points. Have a think on that, and then we can meet for some apple pie and coffee, served on Fishs Eddy’s dishware. Later!

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