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“I want to hit all five senses within the first five minutes of someone walking in the door,” says Stone House Collective founder and CEO Anna Franklin, who opened the full-service interior design firm’s first space earlier this month in Shorewood.

Functioning as a design hub, the storefront mirrors the firm’s approach to interior-design projects: “a cozy, lived-in and organic aesthetic,” says Franklin. Using organic textures and serene tones are the firm’s hallmarks when they design interiors for homes and businesses.

Stone House Collective; Photo by Ryan Hainey Photography, courtesy of Stone House Collective


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Community partners and providers (or manufacturers with Wisconsin roots) fill in nearly every design need for customers. This includes Kohler fixtures, Able plumbing, Sub-Zero appliances, Talking Walls’ wallpaper and a signature candle scent from Twig + Ember. New and vintage art, along with a lighting display wall, are ideal for the shopper who wants to walk out with something new and fresh, but not a full-house—or even whole-room—makeover. New furniture is also sold at the store, for that shopper who simply wants to swap out a sofa.

Everything is sourced with an eye for high quality and built to last. There’s no ‘throwaway furniture’ and all price points are covered. “Our entry couch is $5,000, but it’s going to last you a decent amount of time,” says Franklin.

Stone House Collective; Photo by Ryan Hainey Photography, courtesy of Stone House Collective

Stone House Collective is also the only retailer in the state that sells Parachute bedding. The brand hosts brick-and-mortar stores throughout in the U.S. but not in Wisconsin.

“We’re not trying to step in anyone’s lane or on their toes,” says Franklin, about the potential for the companies whose products she carries to compete with their own stores.  The goal is simple: “just offer a place for people that have the desire to check out design,” she says. If, as a design firm, they can’t provide a particular service, they refer to a community partner who can.

Stone House Collective; Photo by Ryan Hainey Photography, courtesy of Stone House Collective

On May 30 is a grand opening with food, drinks, live painting and more, to officially welcome the store to Shorewood.

Franklin also plans to partner with Sub-Zero Group – a luxury-kitchen brand based in Madison making Cove and Wolf products – to offer private dining in the showroom. Outdoor furnishings will also be sold at Stone House Collective, to help segue into summer.




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