In conversation with In The Roundhouse

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Exploring the Unique Aesthetic of a Cult Homewares Brand

29 April 2024

This week, we had the pleasure of interviewing Alyce Tran, co-founder of the cult homewares brand In The Roundhouse. Alyce shared insights into the brand's unique vision, creative process, and plans for the future. Join us as we discover the world of In The Roundhouse and discover what makes this Australian brand so special. 

What inspired you and Brooke to create In The Roundhouse, and how did your backgrounds influence the brand's vision? 

While the inception of In The Roundhouse has a more extensive back story, in a nutshell, we recognised a gap in the market for a brand offering well-designed homewares at an attainable price point, with constantly refreshed ranges. 

 How do you curate the unique mix-and-match prints for your tableware, and what role do collaborations play in your design process? 

I am constantly analysing the market, particularly fashion trends, and incorporating those concepts into our line. When our designer or I cannot draw or execute a vision ourselves, we engage an artist to create an item or pattern for us. Fifty per cent of our line is generated in-house by myself or our designer, who has collaborated with me for over a decade. She helped conceptualise my first business, The Daily Edited, and continues to work with me on all my projects to bring my vision to life.  

In The Roundhouse has gained a cult following. What do you believe sets your brand apart from others in the homewares market? 

We are constantly generating newness. I don’t believe there has ever been a brand in this space that has produced so many designs in such a short period of time. We do this to ensure our customers don't end up with the same items as their friends, as I don’t think anyone wants to be generic! 

Your tableware is designed to be affordable and accessible. How do you balance quality and design with maintaining an attainable price point? 

There are some items we sample and create that we don’t bring to market because the price point would be too high. Sometimes, we have to forgo certain manufacturing paths, but where there is a will, there is a way. We iterate a lot of new products with different suppliers to ensure we strike the right balance between quality/design and price. 

Can you share some insights into your creative process when developing new products, and how you ensure they align with the brand's aesthetic? 

This is challenging as we have many different styles to suit various aesthetics, but overall, we create products that look and feel fresh and youthful. We continually strive to design items that not only appeal to current trends but also embody a vibrant spirit. 

Tell us about your event styling concierge service. How does it work, and what inspired you to offer this unique service to your customers? 

Essentially, a customer simply needs to complete our styling concierge request form, and we will mock up a table setting to assist them with any event they might be planning, whether it's an intimate gathering or a large-scale celebration. This service is designed to help streamline their event preparation, ensuring they can achieve the perfect ambience for their special occasion. 

As In The Roundhouse continues to grow, what are your plans for expanding the brand, and how do you see it evolving in the future? 

We are expanding into new markets and are enthusiastic about the possibility of creating a larger physical expression of our brand through a retail store. This move would allow us to enhance our brand presence and provide customers with a more immersive shopping experience.