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Malin+Goetz's Evolutionary Homegrown Branding Strategy

Rebuilding Paradise: A Couple's Quest to Recreate Their Dream Home After Devastating Fire

M
atthew Malin and Andrew Goetz, co-founders of the apothecary brand Malin+Goetz, had been searching for a perfect country life for years. They found it in a 200-year-old Greek Revival house on 187 acres in Chatham, N.Y., which they purchased in 2021 after a three-decade hiatus from use. The property's heavy old oak internal framing and beams were deemed to be worth preserving by the couple, who began renovations with the goal of restoring it to its former glory.

    Just as move-in was imminent, the couple received devastating news: their newly restored house had been consumed by flames on October 26, 2022. Despite local fire officials' silence on the cause and an unresolved insurance claim, Malin and Goetz decided to rebuild. After 18 months of focused construction, a new farmhouse has risen from the ashes, situated 500 feet away from the original structure.

    The new house is nearly finished, with freshly painted white walls and mahogany shutters. The basement, where the fire occurred, has been transformed into a verdant sunken garden with unruly elderberry bushes. Malin credits gardening as a way to decompress after time in the city. The couple's property, named Haroldhurst Farm, is home to swaying willows, a spring-fed pond, and their pug puppy, Harold van Goetz-Malin.

    The renovation process was an exercise in patience and persistence, with extensive work done without illusions about potential roadblocks and delays. Malin+Goetz's sought-after Cannabis fragrance, launched during a time when smoking marijuana was punishable by law, is just one example of the couple's ability to adapt and thrive in challenging circumstances.

    Their new farmhouse library will feature walls, ceiling, and trim painted in Van Courtland Blue, while the dining room will boast a Dutch-style brass chandelier. The side door, built with a window by a Connecticut cabinetmaker, leads to a manicured one-acre kitchen garden designed by local landscape architect Jamie Purinton. Construction can't be finished fast enough for Malin and Goetz, who are eager to move in and finally turn their attention to a planned lifestyle brand.

    As they navigate life on Haroldhurst, the partners have become obsessive gardeners, but also face new challenges, such as keeping their fingernails clean amidst the dirt and grime. Despite these obstacles, Malin+Goetz's co-founders remain optimistic about their future, with Goetz declaring, "I want my life back."

Malin+Goetz skincare brand logo with botanical illustrations in a natural setting.