About Us
Photography by Brooke Holm, SP01 design x Ladies & Gentlemen pop-up showroom (read more in press)
Modern Principle is the premiere brand strategy and business-development agency in North America for contemporary furniture designers and manufacturers.
Based in New York, we work in collaboration with clients to define and execute their local distribution and marketing plans. Our mission is to create American success stories for unique design brands from across the world.
Founders
ANDREW YANG
With over 15 years in the design and furniture industry, Andrew is a co-founder of Modern Principle.
From 2007 to 2010, he consulted for the world's largest exhibitions company, Reed, on one of the first modern furniture fairs in China. He returned to New York in 2010 to help launch the pioneering lighting brand Roll & Hill, starting from investment fundraising to day-to-day management of its worldwide sales network for more than 5 years. A former journalist focusing on contemporary architecture & design, he has written for most major U.S. design publications as well as The New York Times and Wallpaper*.
Additionally, Andrew is the principal investor in the critically acclaimed restaurant Mission Chinese Food (New York) and the owner of the men's travel and accessories brand, Custom House International.
DAPHNE TSAMIS
Born and raised in Paris, France, Daphne Tsamis is founder and President of Modern Principle. She started her career at Hermès, the internationally renowned French luxury brand and worked there for four years in sales & marketing at various positions both in the Paris headquarters and in New York.
In 2013, Daphne joined Roll & Hill, a Brooklyn-based lighting manufacturer with a worldwide sales network, where she expanded the business to include hundreds of architects and interior designers and over 15 retail stores in major European markets.
Services
Business development
Operations
To allow on organic expansion within North America, Modern Principle can assist you in every step: logistics, customer service, warehousing, public relations liaison.
Marketing
Modern Principle likes to put people together. We can suggest strategic collaborations to raise your brand awareness. We act as your brand ambassador through promotions on our digital marketing tools and in front of your wholesale partners (training, in-store events). If necessary, we will keep an ear to the ground for you in North America to refine your brand positioning.
Territories covered
With our strong international network, Modern Principle can offer services for North America from our New York base, along with Europe and Eastern Asia.