Interview with David Netto

As David Netto assembled an expensive yet flimsy crib for his first child in 2001, he realized just how design-impaired the nursery-gear industry was. “It was a lightbulb moment,” says the former interior designer. “I wanted to create a product that was of real quality, almost as if Hermès had made it.” Determined to fill the style void, Netto launched NettoCollection two years later, paving the way for other modern baby-furniture companies like Oeuf and Argington.

Today, the bicoastal father of two (Kate is now 7, daughter Madeline is 2) continues to design appealing furnishings, including the Louis and Royal Blue lines—out this month—and Cub 2.0, which debuted last fall. Time Out Kids caught up with the busy dad to ask about his inspirations, favorite boutiques and hunch of how the economy may affect his industry.

Does your experience as a father guide your designs?
When it comes down to it, you’re designing for adults more than children. Parents need beautiful pieces to anchor a room that’s inevitably going to be a mess. The disposability of most baby furniture drove me crazy. My personal take is that it’s important to make furniture that won’t end up in a landfill in two years. It should grow with the children.

How has kids’ furniture changed since you started out?
There’s so much more selection now in the modern market. I think we did a lot to raise the profile of baby furniture as design objects. There are also a lot more modern baby stores. When we began, these stores didn’t even exist. Two of my favorites are Kid O and YoyaMart.

What inspired your new lines?
Louis is a love letter to the furniture of 1930s-era France. The French loved modernism, but they didn’t follow the angular interpretation of it. Theirs was very voluptuous, with the curvy cabriole leg.

Presidential limos used to be painted midnight blue so they would photograph as black at night with the reflections. That’s how we got Royal Blue—it’s exclusively for Barneys, so I wanted it to be unique. Cub 2.0 is a cross between the first Cub, which is my midpriced line, and the NettoCollection Loft line.

Do your daughters like the furniture?
They hate it. Just kidding! They don’t notice this stuff. But my wife loves it and that makes me happy.

What do you think is in store for the industry?
I have a feeling there’s going to be consolidation, and some of the smaller start-ups might disappear from the scene. The furniture giants such as Babies “R” Us are taking notice, and I hope they’ll realize the value of bringing quality design to the shopping experience. If companies make beautiful things, people will buy them.

For information on where to purchase, go to nettocollection.com.