Phorm finds modern following

“These lifestyle products are one of the fastest-growing segments of the retail industry,” said Schaible, who declined to disclose company revenues. “We are just now starting to hit what is working and what is not. I think that is going to start being more apparent in the store on the showroom floor this summer.”

Phorm, 330 E. Walnut St., sells furniture and accessories in the classic modern style from makers including Alessi of Italy and Blu Dot of Minnesota.

Schaible’s store stands out among other Blu Dot customers, according to Medora Danz, Blu Dot’s director of sales.

“Phorm is something of a pioneer in my eyes,” Danz said. “They are bringing something that is usually perceived as a very sophisticated and urban product to a smaller marketplace. I think that … demonstrates how desired and acceptable the modern aesthetic has become over the last decade.”

Schaible agrees to some extent, noting that Springfield customers are more attuned to contemporary furniture styles. He focuses on the quality of the design in modern furniture, however, because as far as he’s concerned, it never goes out of style.

“When you are talking about a chair that has been in continuous production since 1968, obviously it is well-designed,” he said. “That’s really the focus of the store – not being trendy as much as carrying quality well-made products.”

Schaible is showcasing those products to a wider audience at www.phormfitliving.com, which was launched earlier this year.

The site was deisgned by Robert Szyszlo, who has since moved to San Francisco. Szyszlo’s work can be seen at www.substation01.com.

Danz thinks the combination of Schaible’s storefront with a Web presence is a good idea.

“I think it is a nice pairing,” Danz said. “Personally, we are looking for people who have a brick-and-mortar presence to anchor that online presence. You will have a lot of loyalty in your local market. Just to have a means for the public to come and test drive becomes more important as people embrace online shopping.”

Schaible gets customers who appreciate both the trendy and the well-made products. Elsie Flannigan, designer and author of “52 Scrapbooking Challenges,” falls on the trendier end of the spectrum.

“Phorm is such a breath of fresh air,” Flannigan said. “It is a super chic and trendy store. I am so glad to see a store in Springfield with such a unique style. I want to decorate the whole world with their sweet stuff.”

In the more functional class is Bud Hogan of Hogan Land Title Co. Hogan recently bought patio furniture from Modern Outdoor through Phorm.

“I like the cleanliness of it,” Hogan said of the furniture, which is made with several products, including ipe, a Brazilian hardwood. “The lines are clean. The stuff I bought from Trent is rock solid. It is ipe wood, so it is a renewable resource. The metal is powder-coated. It is basically bulletproof. It will last forever.”

Schaible grew up in Springfield before leaving for several different careers. Working in fashion in Denver and studying architecture in Portland, Ore., Schaible was drawn to modern design.

When he moved back to Springfield, he found himself buying the things he loved online, and he opened the shop to fill that need locally. Hogan was drawn to Phorm because it’s difficult to find the store’s offerings elsewhere.

“There’s really no other alternative,” Hogan said. “There is very little modern outdoor furniture. You can’t go to Lowe’s and pick it up. It is really hard to come by. Trent has kind of opened that up for our market, and I think he’ll be successful at it.”

Danz said the modern aesthetic has caught on in recent years. Blu Dot has seen an increase in sales and interest. She attributes that partly to the rise of design blogs and to a decoupling of modern design from its intellectual and architectural beginnings. It has become more open and acceptable, and mass-market outlets such as Target are popularizing good design, Danz said.

A surprise seller for Schaible have been the playful Ugly Dolls that cost around $10 to $20, and he can special-order a giant one for $600.

“I always wanted (Phorm) to be a store that was fun to come into,” Schaible said. “I wanted it to be a store where you could spend $10 on an accessory or $10,000 on a chair if you like.”