In February of 2014, we unveiled a new website that introduced a new direction for Grovemade. With the new website came the availability of new products, while several tried and true products were discontinued, including the Artist Series of iPhone cases. Since then, we’re frequently asked Why: Why did we no longer offer the Artist Series? Why did we move on from something so successful? Why take such a huge risk? Here’s the why.

In the early days, The Artist Series was a new concept. We were the only company to laser engrave high quality artwork onto the bamboo that composed the case. Doing so gave us a signature piece that added distinction and personalization to each device housed by our case. Fortunately for us, you were as thrilled for our product as we were, and The Artist Case became not only our most popular product but a big part of our company’s identity.

Yet, as we were riding the wave, we found that our model was being copied and reproduced. In lieu of exceptional handcrafted goods, the market was being flooded with products constructed cheaply abroad. Quantity replaced quality, and the more so as plastic cases with ‘wooden’ veneers soon entered the market. We found that dozens of companies were churning out inferior products with laser engraved artwork affixed with little to none of the care and workmanship cherished by Grovemade. With the focus on the artwork, the fact that the quality of our case itself was superior was lost in the sea of competition. The focus on artwork - the thing that once defined us - was no longer an edge, but a liability.

For a time, though, we clung to the belief that we could continue combining high quality workmanship with incredibly executed artwork. It made sense: after all, we were the only ones doing it, we had a competitive edge! It was difficult to recognize that what seemed to be working and made us unique, the very thing that we’d thought was central to our identity, was actually what was taking us down. There’s a reason why it’s almost unheard of to find a company (especially one of Grovemade’s size) that is well respected for producing high caliber goods and curating high caliber artwork on those products.  Simply put, one takes focus away from the other.

Even though we were a young company, we knew that strong companies that last need to have a strong identity. With our business rapidly declining and with gloomy forecasts ahead, we realized that we needed to get off the path towards commoditization. Doing so meant choosing a firm path of focus in order to survive.

In the end, the overwhelming hunger to bring first-rate goods to the public was our saving grace and what brought us to the present. Our case forms, our artwork, even our business model could be mimicked, but what couldn’t be reproduced were the quality of our products, the construction methods that go into each work we produce, and the hard work of the people behind the products. So, instead of fighting the flood, we cranked up the anchor and set sail in an entirely new direction.

With our new website and rebrand in February 2014, we made our move. We chose to let go of the Artist Series in order to bring the focus back to our products. Our website was redesigned to feature our story and team first and foremost, as well as to give a streamlined shopping experience for multiple product lines. This new direction was chosen with an eye focused on a future where we moved beyond Apple-based accessories, so as to become a well-respected product-driven company. Our monitor stands and desk lamp are early successes after this change.

Letting go of the Artist Series was an incredibly hard thing to do, as it meant eliminating our best-selling product. Many would think of it as business suicide. Just as difficult was the fact that in doing so, we had the potential to disappoint many of our dedicated fans. Adding to this already heavy burden was the end of our regular collaborations with the artist community itself (one that continues, happily, to thrive in Portland and beyond). Yet, we knew that this was a move we had to make to ensure Grovemade’s long-term survival, and we are grateful that it has worked out well so far.

Since February, we’ve had multiple successes in new product categories, as evidenced with the debut of our Desk Collection and the introduction of our Wood Watch. Coupling this new direction with an emphasis on size-restricted batches has allowed us to deliver consistently high quality goods while giving us energy and space to build for the future. With a diverse product line and newfound focus we are now stronger than ever.  

While many of our long time fans undoubtedly will miss the artists series (and we do too) our hope is that they believe in something more than a physical product, that they believe in us - our team. We’re excited as ever for the future and we hope you stick with us through the next chapter of Grovemade!

Written by Edmund Sandoval. Edmund is a member of Team Grovemade, a writer, a medium to deep thinker and the founder and sole member of the Amateur Flâneur Society.