True Seating to make Lane office chairs, RTA
By Gary James -- Furniture Today, January 27, 2002
IRVINE, Calif. — Office chair source True Seating will produce under license a line of office seating under the Lane brand name.
The line, to be previewed to retailers in February, will begin hitting retail floors in May, according to Dan Tacheny, vice president of sales for True.
Styling details have yet to be worked out, but the line will focus on higher-end office seating for managers and executives, he said. Retail pricing will start at $149, with a range of fabric and leather covers available.
"Lane is one of the five most-recognized brand names in furniture," said Tacheny. "Having this name on our products will give our mass-merchant dealers a powerful new hook for driving business. If a consumer likes their Lane recliner, now they'll be able to buy an office chair with the same sort of comfort and quality."
True Seating sells through a number of top retail chains, including Costco, Sam's, Best Buy and Lowe's. The new line, which will be sourced from China on a direct-container basis, will be designed as a stepup product for these retailers.
True also has obtained a license to produce ready-to-assemble office furniture carrying the Lane name.
The licensing agent for both programs is Global Licensing & Trademarks of Hickory, N.C.
"This is a win-win situation for both of us," said Randy Spak, executive vice president of sales and marketing at Lane. "We create a new source of revenue, and True Seating gets to use a well-established brand name."
And since Lane does not produce or sell its own office seating, there won't be any conflicts with dealers. "True sells a completely different channel of distribution, such as warehouse clubs and electronics superstores, that we don't reach," Spak said.
The agreement marks the third licensing project for Lane, but the first in which its name has been used on another company's furniture. In addition to producing the Eddie Bauer American Lifestyles by Lane line, Lane also licenses Tempur technology for its Tempu-Rest line of recliners.
Lane is a division of Furniture Brands International.
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