Kathy Ireland readying leather, fabric upholstery lines
By Joan Gunin -- Furniture Today, January 27, 2002
SAN FRANCISCO — Standard Furniture will sell imported leather upholstery under its new Kathy Ireland licensing agreement, which also will include case goods and occasional. And fabric-covered upholstery also is in the works under the Ireland brand.
The mid-priced leather seating, to be made in China, will be Standard's first foray into upholstery, said Don Mecke, vice president of sales and marketing, who announced the new category at the San Francisco market. All of Standard's leather frames will be sold under the umbrella of model and designer Ireland, the manufacturer's first branded line.
Three to five frames will be previewed at the Tupelo market in February, with the full rollout of Kathy Ireland Home set for High Point in April.
Standard imports case goods from China and will use its expertise in sourcing the leather. "We don't want to be in the upholstery business," Mecke said. "We are in the import business."
Standard explored cut-and-sew options in Asia for three years — long before announcing the Ireland line last year — before it thought the timing for such a launch was right, he said.
A variety of frames, from aniline dyed to nubuck, will be priced to retail at $599 to $1,499, said Todd Evans, Standard's national sales manager.
Joe Hill has been named merchandise manager for the Kathy Ireland leather program. Hill was hired for his previous leather upholstery experience at BenchCraft, Stratford and Simmons. He reports to Tom Gortemoller, Standard's vice president of imports.
The mostly married frames will be shipped to dealers from warehouses in either Alabama or Los Angeles or direct from China. About 75% of sales will be direct-container, Evans said. Shipping will commence in mid- to late summer.
In addition to eight classic styles, Standard will replicate some of its popular case goods themes on exposed wood frames, Mecke said. Four case goods and occasional groups, including the existing Avalon and Deco and two new entries, will include stationary leather sofas, loveseats, chairs and ottomans.
Ireland's previous agreement with Vanguard for high-end upholstery and children's furniture has ended, although Vanguard will ship product through March.
Meanwhile, at the Atlanta rug market, Ireland said she has just signed a licensing deal with Mississippi-based Style-Line Furniture to make fabric-covered upholstery.
Ireland couldn't say precisely when that line would debut. "It will probably be later this year, but I don't want to over-promise," she said. The fabric upholstery will be marketed through Standard, she said.
Ireland was in Atlanta to unveil juvenile rugs from Shaw, and soon will debut ceramic tile flooring from Shaw Inds. She said she's also looking into home textiles licensees.
"Standard will work closely with Style-Line and Shaw to develop mix-and-match products at prices that are consistent from one category to another," Ireland said. "I want to keep the focus on my primary customer, the busy mom who wants beautiful, family-friendly furniture that represents great value."
Rug Editor Lissa Wyman contributed to this story.
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