Lexington tailors ads, events to support 'Year of Timberlake'
By Powell Slaughter -- Furniture Today, February 24, 2002
LEXINGTON, N.C. — Lexington Home Brands is highlighting one of its flagship brands as it celebrates 2002 as "The Year of Bob Timberlake."
Lexington is supporting the Timberlake line with new product at the April market, TV and newspaper advertising, a circular program, an electronic brochure, point-of-purchase materials and consumer events, including personal appearances by the North Carolina artist.
In addition to furniture, Timberlake has developed a broad line of furnishings, accessories and apparel based on his artwork and lifestyle.
"I'm very excited about Lexington's promotion, and honored they've chosen me for all this activity this year," he said. "The main thing I'm delighted with is their commitment to this level of advertising."
Timberlake believes that word-of-mouth mainly has driven the growth of his 12-year-old line, which according to Lexington has passed the $1 billion mark in sales, but that more advertising will boost business.
"I've been told by the public many times that if people can actually see the furniture they'll want it," he said. "When we started the line, the furniture industry gave it a big boost, but then it tended to roll on its own. I've always believed in running along and kicking the ball to keep it rolling."
In April, Lexington will offer new Timberlake case pieces and upholstery. "We're doing things for the original Timberlake line, an infusion of new products and some changes we needed to do," Timberlake said.
The artist is pleased with management's pending acquisition of Lexington Home Brands, a deal set to close March 31.
"We were extremely worried that something would happen to the jobs in (Davidson) County," Timberlake said.
"One of the things we've always wanted to do was support our local economy. The uncertainty of the last couple of months was a distraction, and we can move ahead now with programs like the one we're talking about."
Bob Stec, Lexington's president and chief executive officer, said the introduction of The World of Bob Timberlake in 1990, with its eclectic approach and casual finishes, changed the home furnishings industry.
"Furniture ceased being merely another matched set of brown wood items and took on a personality, a look of being collected over time by an individual with a particular aesthetic sensibility, and a feeling of warmth and heritage created by softer edges and a distressed finish — now common industry practices," Stec said.
Timberlake said the collection has been an "affair of the heart," an effort to share his lifestyle and sensibility. "When we started out, we just wanted to share a way of life," he said. "We had no idea so many people would want to be a part of it."
| Bob Timberlake, with pieces from his signature line at Lexington Home Brands, says he is excited about the extra efforts to promote his brand. |
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| Lexington is backing its Timberlake line this year with national advertising both in print, as in this example, and on television. |
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