Wholesale is at its best when it gives retailers more than stock. It should hand them a clear story, a coherent look, and products that feel good to touch and to live with. That is exactly where artisan-led interior ranges shine. When form meets function and craft meets calm, customers sense it straight away.
Madam Stoltz stands out in that space. Based on Bornholm, the Danish brand pairs a stripped-back Scandinavian base with vibrant global craft, and builds it into an interior wholesale offer that is grounded, warm and ready to sell through. The new AW25 collection tightens that formula with a confident nod to the 1940s and 50s. Soft curves. Generous materials. Deep, comforting colours. Practical pieces that carry a soul.
Made by hand. Chosen by heart. Not as a slogan, but as a supply model and a design ethos you can bank on.
Why interior wholesale needs soul
Retail is crowded with lookalikes. Anyone can order a container of anonymous goods. Not everyone can curate a range with authentic handwork and a clear aesthetic thread, and still meet the daily needs of homes and hospitality spaces.
Customers are asking for pieces that feel lived-in, not staged. They want a calm base, tactile materials, and small moments of character. They also want hard-wearing function. Wholesale partners who blend all of this give retailers a head start.
The Madam Stoltz approach is straightforward: Scandinavian simplicity for the bones of a room, world artisans for texture and tone, and useful objects that last. No fuss. Plenty of feeling.
Form, function and mid-century elegance
AW25 draws on the elegance of mid-century Europe, the years when design found quiet confidence in curved lines and honest materials. You see it in arched chair backs, fluted glass, rounded mirrors, ribbed metal, and an easy balance of hard and soft.
Colours run warm and deep. Think soft olive and teal, warm lilac, golden amber. Materials are tactile and reassuring: stainless steel, oak and other woods, stone, pressed and blown glass, glazed ceramics. The result is cinematic yet grounded.
Textiles carry subtle Art Deco and geometric prints that sit comfortably within a Nordic base. A velvet bolster cushion adds glamour and comfort. Wool throws in muted tones add visual warmth and real insulation. Brass-finished lamps and oak-veneered pieces nod to classic mid-century lighting and furniture without becoming pastiche.
Pieces work hard. Reused-wood trays carved from old Indian beams become centrepieces as well as daily tools. A bamboo ring mirror serves as both accent and practical wall piece. Candle holders, vases and pendants offer a play of light on textured surfaces.
Era cues translated into retail value
The references are clear, but this is not nostalgia. It is a modern wholesale assortment with a vintage accent. The table below outlines how those cues translate into sellable benefits.
Nordic simplicity meets global craft
The quiet of Scandinavian design gives customers headspace. Clean lines and a restrained palette form a calm canvas, especially in light woods, linen, wool and neutral stoneware. That calm sits at the core of the Madam Stoltz range.
Onto that base come artisanal touches gathered over three decades of relationships across India, Morocco, Vietnam, China and beyond. Hand-blocked cottons. Mouth-blown glass. Carved mango wood. Rattan and bamboo. Intricate metalwork. These techniques bring texture and life without shouting. They also make every item feel individual.
Bornholm’s rugged rock and soft light play their part too. Organic shapes, quiet symmetry and utility-first forms keep the collection balanced, even when colour steps in. An ochre cushion on a sand sofa. A teal glaze on a simple jug. Calm first, character second, utility always.
The wholesale difference: reliable craft, retail-ready design
Working with handcrafted goods can be tricky without the right partner. Madam Stoltz has spent decades building close ties with workshops where skill runs through families. That depth of partnership results in consistent quality and dependable repeats, which is vital for retail rhythm.
Many pieces move through several pairs of hands. The carved edge on a tray, the slight drip on a glaze, the woven curve of a basket. These details are signs of real making, and customers increasingly read them as quality.
After a season on the shop floor, it is the items with a story that get picked up, photographed and gifted. Handwork sells, as long as the function is strong and the palette is easy to place into a home.
- Proven materials and finishes
- Calm, Scandi-informed base
- Artisan texture that adds story
Made by hand, chosen by heart: how the supply works
Pernille Stoltz’s first trips to India were the start of a network that still shapes the collection today. Many suppliers have worked with the brand for decades and are considered extended family. Visits are regular, ideas are shared face to face, and standards are kept high.
This long view shows in the products. Reclaimed woods arrive with visible history, celebrated rather than sanded away. Glassmakers in Firozabad recycle fragments into new vases and shades. Weavers produce baskets and mats with subtle irregularities that make every piece unique.
For the retailer, this means a collection that is both steady and alive. Repeatable bestsellers sit alongside one-of-a-kind accents. The backbone of the range stays coherent across seasons, so a customer who bought a cushion last year can add a matching throw today.
- Consistent craft: long-term workshops deliver stable quality
- Real stories: materials with history, techniques with roots
- Useful beauty: decorative pieces that serve daily life
Merchandising ideas that lift sell-through
The AW25 palette and materials make visual merchandising straightforward. Start with a neutral base and allow a handful of deep tones to do the heavy lifting. Curves and rounded forms help soften displays and draw the eye forward.
Consider a rhythm of hard and soft. Pair a ribbed metal lamp with a velvet cushion. Set glossy ceramic beside a reclaimed wood tray. Mix woven baskets with smooth stoneware to add depth at entry tables and along aisles.
- Create a colour spine: choose one deep tone per bay - teal with sand, olive with cream, lilac with warm grey
- Layer textures: rough wood under glass, linen next to brushed metal, wool against rattan
- Tell micro-stories: a reading nook with bolster cushions and a fluted glass lamp, or a tea corner with hand-glazed mugs and a bamboo mirror
Short, human-scale stories help shoppers picture pieces in their own rooms. Keep props minimal so the handwork stays the hero.
Sustainability that customers can feel
Saying sustainable is easy. Showing it in the hand is better. AW25 puts that proof into tangible materials. Reused wood from old Indian beams. Recycled glass in rich tones. Natural fibres like jute, cotton and wool. Fewer plastics, more longevity.
Marks of age are not hidden. Cracks, knots and shifts in colour are part of the charm and part of the message. The environmental story is embedded in the object, which helps staff speak about it with confidence and helps customers justify a purchase that lasts.
Durability supports the same aim. Hardwood furniture, tightly woven fibres and solid metalwork earn their keep over years, not months. That is good for the planet and good for brand loyalty.
Assortment planning
Build from the base outward. Begin with textiles that set mood and margin, add lighting for vertical drama, then complete with trays, vases and mirrors to catch the eye.
Start small if you prefer. A cushion wall in warm lilac, olive and sand, punctuated with art deco prints, will freshen a room setting in minutes. Add Wool throws and jute rugs to lift tactile appeal and seasonal sales. Bring in two or three statement lights, ideally with fluted or ribbed forms, to anchor corners and windows.
Reclaimed-wood trays and small furniture serve both gift and furniture departments. They feel personal, work across price points, and tell the sustainability story without a lecture. Round it out with a handful of sculptural, hand-glazed ceramics for colour and shine.
As demand builds, expand into seating and tables with curved lines and mid-century references. Keep the material palette tight and the colour story consistent. Let the craft do the talking.
Who this range serves
Independent lifestyle stores. Concept shops. Boutique hotels. Café-restaurant spaces looking for warm, characterful touches. Larger retailers seeking a human counterpoint to core basics.
The collection is designed to sit quietly beside existing stock while adding depth. It brings warmth to minimal interiors and restraint to boho rooms. It does not shout, yet it rarely sits on the shelf for long.
The feeling of a real home
Customers respond to spaces that feel calm, personal and a little imperfect. That is the sweet spot here. Nordic simplicity gives structure. Handmade details add soul. Mid-century curves and warm colours wrap it all in familiar comfort.
A velvet bolster that invites a nap. A recycled-glass vase that catches afternoon light. A tray carved from timber with a past life. Pieces like these earn a place in daily routines, not just on display days.
If your next buy needs honest materials, poised silhouettes and goods that customers reach for with both hands, it is hard to ask for more. Madam Stoltz shows how interior wholesale can feel human and still be impeccably practical.