Startup success story: La Lune Collection

Many companies grow by expanding production, outsourcing operations, or relocating to reduce costs. But for more than four decades, Milwaukee manufacturer La Lune Collection has taken a different approach, building a national customer base while keeping production rooted in its Riverwest facility.

Rather than scaling through volume, the specialty furniture maker has grown by serving a niche market, with pieces installed in homes, hotels, and commercial spaces across the country.

Founded in the late 1970s by Mario and Cathy Costantini after graduating from Marquette University, the company emerged from a series of early projects rather than a defined plan for growth. Furniture production grew out of client needs, eventually becoming the company’s primary focus.

That organic beginning carried through to one of the company’s most consequential decisions: where to locate its operations. In 1986, La Lune moved into its current Riverwest facility, a decision made at a time when the neighborhood faced significant challenges and was not viewed as a destination for business investment.

La Lune operates without large inventories, building pieces to order rather than in volume. That approach allows for customization but also limits how quickly the business can grow. Lead times can extend several weeks, and the company has, at times, declined projects due to capacity constraints.

Its production model has also been shaped by local conditions. While early designs relied on willow, the company began experimenting with poplar in the mid-1980s after being approached by the Wisconsin Department of Natural Resources about an overabundance of the species. At the time, poplar was widely considered a low-value wood, often treated as a nuisance because it spread quickly in areas where more desirable timber had been harvested.

The transition was not immediate. It took roughly two years of trial and error to develop a process that worked with the material. Today, poplar remains a primary component of the company’s furniture, allowing La Lune to source regionally while maintaining its Milwaukee-based production.

Over time, the company has expanded its reach beyond Wisconsin without significantly changing how it operates. Its work has been commissioned by national clients, including brands such as Ralph Lauren, as well as hospitality and commercial projects across the United States. More recently, online channels have helped broaden its customer base.

That growth, however, has not been accompanied by a shift toward mass production. The company continues to operate within the constraints of its model, balancing demand with the realities of producing furniture locally and on a made-to-order basis.

In a business environment that often prioritizes speed and scale, La Lune Collection offers a different example of growth, one shaped by location, material availability, and a production model that has remained largely unchanged over time.