This new home goods website Teroforma means well, but the navigation is horrible. They should've minded everyone's warnings about sites done entirely in Flash.
The article below is what HFN's Allison Zisko had to say about it. If Ms. Zisko or anyone at Teroforma has any thoughts, I'm happy to take posts on this. Thank you.
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New Site Promotes the Customized Table
05/19/08 By Allison Zisko
NEW YORK–A newly launched Web site, “designed by consumers for consumers,” promises a new way of thinking about and shopping for tabletop.
Teroforma, established online in March by former investment banker Andrew Hellman, offers an interactive forum that enables consumers to mix and match dinnerware, glassware, flatware and linens on a virtual table, while learning about the artisans who designed them.
Hellman said the site was borne out his own frustration buying home furnishings: After moving back to the United States after several years abroad, he and his wife were hard-pressed to find furnishings in the mid to upper price range that offered a design statement but were also casual and easy to care for. He said the same held true for tableware.
Hellman grew up in the hotel business (his father ran the Waldorf Astoria hotel) so he is familiar with the tabletop industry, while his Swedish-born wife is “passionate about Scandinavian design.”
The pair quit their respective jobs and established a business that set out to answer the questions they think most shoppers have in common.