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NASH bringing Scandi-luxe style to Australian homes

The Property Addict / Distinct Dwellings

Mar 07 2017

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By Julia Hughes. With a mutual love of pared-back Scandi design and luxury homewares, Sydney friends Sarah Assaf and Nicole Hands began designing bits and pieces in their spare time at home. After a year of refining their designs and sourcing fabrics from Europe the pair launched NASH homewares in 2016. Now stocked in premium boutiques across Sydney and Melbourne their range of throws and other accessories are fast becoming a cult favorite among Australian interior design aficionados. NASH_Vor_Drape_Closeup1LR The Property Addict caught up with NASH co-founder Nicole Hands to talk fabrics and detailing. What's the story behind NASH?  Sarah Assaf and I founded NASH in 2015 from a mutual love of design and homewares. We launched the brand mid 2016 and started to sell our first range of tea towels and coasters through premium boutique homewares stores in Sydney. With a nod to Scandi design and the foodie lifestyle of Sydney, we design and create all our products locally to cater to the tastes of our local and overseas customers. While fashion trends play an important part in the design process, an eye for the best fabrics, soft textures and classic colour ways are the cornerstone of our design philosophy. All of our products have a definite point of difference not only with the fabrics we use, but also the design and the detailing. NASH_Hlin_Dove_DetailLR There's a definite Scandinavian influence with all of our designs - we like an uncomplicated, functional and minimal aesthetic. Like fashion, origin and ethics are becoming increasingly important in interiors and homewares. How and where are your pieces made? Every product is designed and made here in Australia ensuring the design; fabrics or finishes we use are unique to the Australian market. We spend a lot of time sourcing our fabrics from Europe to ensure they are the softest, highest quality and enduring fabrics. The linen we have chosen to use on our new Hlà ­n throw blanket for Winter17 is a relaxed weave that is very soft, we haven't seen this type of linen here. The detailing is also very important to us, even something as simple as the hem on the Hlà ­n throw blanket was something we laboured over until we got it just right with the wider hems and scarlet red stitching, linen herringbone tape and the subtle branding. It's really satisfying to handcraft something unique we know our customers seek out and appreciate. NASH_Hlin_DrapeLR Tell us about the NASH woman/man. What's their style? I have a more masculine design aesthetic in how I decorate my own home; this ethos has been carried across as an integral part of the brand personality for NASH. Many homewares brands perfect the female offering, we wanted to appeal to men just as much as we do to women, not only with our colour palette but also our product offering. Our Loki Coasters are a case in point, men love this product, the colour range and the texture really appeals to them. Our homewares are designed for the modern home designer, someone who takes great pride in not only the appearance of their home but also the textures and quality of dà ©cor they choose to decorate with to set the mood of how they want to live, relax and entertain in their own private space. NASH_Loki_Coasters_BlueLR What inspires and motivates you? Quality and differentiation is what inspires us. From a design perspective there is a definite Scandinavian influence with all of our designs. We really like the very uncomplicated, functional and minimal aesthetic that is its hallmarks. And to take that a step further we have named each product range after a Norse God or Goddess, selecting those names we feel identify the qualities and personality of each product. For instance our new Hlà ­n throw blanket is named after the Norse Goddess of consolation and protection. That really appealed to us. NASH Hlin in Dove What's next for NASH? We have some big plans for NASH. We are deepening our offering in our categories, kitchen, dà ©cor and bedroom with product releases throughout the year using new fabrics. It's a really exciting time for us, it's definitely a big growth phase as we have just launched our new website and continue to expand the number of stores we sell the brand through. In the next 5+ years we hope to have our range available nationally as well as overseas, collaborate with like-minded creatives and work on projects to create bespoke products for boutique hotels and restaurants.



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