We believe your home is more than just a collection of objects and walls, it is a reflection of you and all the the things that inspire you. It is the memories you’ve made, the milestones you’ve reached, the celebrations you’ve shared; and all of those things yet to come inside those walls. It is the feeling you get when you cross the threshold and also the hospitality you share with your guests.
In this spirit, we celebrate all things home; with a belief that a well-composed space fosters a sense of well being and enhances the way you live.
What started as a passion project in 2010, with a single location has grown into a complete home-furnishing brand offering a mixture of indoor and outdoor furniture, accessories, rugs, window treatments, awnings, a custom furniture line, and a full service interior design studio. A lot has changed over the years, explore the highlights of our 15-year history.
Born in 2010, Blufish Designs made its first home at 2418 Dune Drive in Avalon, New Jersey.
Co-owners Eileen Lapenta and Whitney Kotzman opened the location as a passion project for showcasing Whitney's creative talents.
The whimsical designs were beach-inspired and could be customized to fit clients' preferences. In fact, the pair's knack at exemplary service goes all the way back to our earliest Blufish days and offering free in-house consultations and design advice.
Whitney's talents included designing the very first iterations of Blufish Designs Furniture, which were fully realized by master European craftsmen in Pennsylvania. We proudly continue this tradition today.
The success of the indoor furniture line and initial store offerings, gave way to the inclusion and eventual expansion of outdoor furniture.
Eileen's expertise in outdoor materials and space planning was a perfect match for the new venture.
Blufish Designs became the first retail location to prominently showcase outdoor furniture on the 7 Mile Island, and it quickly took off.
In fact, the initial success of outdoor furniture sales at Blufish Designs in Avalon would pave the way for future outdoor projects and Blufish locations.
Blufish Designs Outlet opened its doors in Cape May Court House in 2016.
The additional space of the Outlet location, offered customers the ability to explore additional offerings in a cash and carry environment.
Blufish Designs trucks were hitting the road in 2016, delivering all over the tri-state area and featuring brightly colored Polywood adirondack chairs.
The opening of the Blufish Designs Outlet location, allowed for more space to open up on the showroom floor in Avalon, which proved to be a precious commodity.
Our third location, Blufish Designs Stone Harbor opened its doors in 2018, offering more of a boutique shopping environment.
Specific brands and manufacturers were allocated to the Stone Harbor location to differentiate it from our flagship Avalon location, but our tried and true Blufish Designs furniture remained, with a less whimsical aesthetic.
Blufish Designs officially welcomed Will Schneller to the team as General Manager in 2018.
Will brought a vast knowledge of the furniture business as well as a visual merchandising and retail skill set; all of which would prove invaluable as Blufish differentiated itself in the years ahead.
In 2019, our flagship location moved to a more desirable corner location at 2021 Dune Drive, conveniently located across the street from the Princeton in downtown Avalon.
Our new location on Dune Drive, flooded the showroom with light and gave us more square footage to showcase our ever-expanding indoor and outdoor lines of furniture.
Another integral change saw the addition of Will Schneller as a co-owner of Blufish, acting alongside original owners Eileen and Whitney.
Shortly after our flagship location moved to its larger home, our outlet location was phased out and redesigned into Blufish Outdoor to allow for deeper sales of our outdoor line of business.
In 2021, our team of Interior Designers moved from their location behind Blufish Outdoor into Sea Isle City.
The stunning new space on 42nd Street was designed by our Principal Designer, Sara Mass, and expanded our footprint into another shore location.
In the Fall of 2022, our Blufish Outdoor location closed, and we opened Blufish Home, a stone's throw away in Cape May Court House. The new location opened with an expansive showroom and on-site design center featuring a mixture of both indoor and outdoor furniture offerings.
In addition to a large showroom and on-site design center, our offices and operational hub moved behind the scenes at our new location in Cape May Court House. Our Delivery Team, Purchasing Agents, Customer Service Team, Financial Officer, Operations Manager, and Designs Consultants all call this space home.
In the Spring of 2024, our beloved Blufish Interiors was rebranded into Studio Blu Interiors and opened its doors at new location at 2905 Dune Drive in Avalon.
In the beginning of 2025, our flagship location moved down the street to its current home at 2320 Dune Drive, with an updated name of simply BLUFISH. The space was the former home of Complete Interiors, and boasts a larger showroom.
You only get one chance to make a first impression.
Since our inception, exemplary service and building lifelong relationships have been the cornerstone of our business. It is something we are passionate about. We understand that furnishing a home, planning a space, or even selecting the perfect upholstery fabric can be, at times, overwhelming; and that’s why we are always willing to offer assistance in whatever capacity you are comfortable. Whether it be an in-home consultation to measure your space or a follow-up visit to select fabrics and finishes, we are always available to assist you every step of the way. We consider it a privilege to help you furnish and decorate your home, knowing that you and your loved ones will ultimately spend years to come with the pieces we help you select in the spaces we help you plan.
609.368.0900
2320 Dune Drive
Avalon, New Jersey
Open Daily
10:00 am – 5:00 pm
(609) 478-0450
2905 Dune Drive
Avalon, New Jersey
Monday – Friday
9:00 am – 5:00 pm
609.368.0900
1944 US-9
Cape May Court House, New Jersey
Open Daily
10:00 am – 5:00 pm
