Riverside readies Doolittle line
By Powell Slaughter -- Furniture Today, September 30, 2001
FORT SMITH, Ark. — Riverside Furniture will introduce American Spirit, a broad collection by renowned artist Bev Doolittle, at the October market.
The 55-piece licensed collection includes occasional tables, home theater wall systems, master bedroom, casual dining and home office, all in solid pine.
Doolittle's art has been described as uniquely American, and her work engendered the term "camouflage art," an approach she developed after graduating from the Art Center College of Design in Los Angeles. It was first seen in her image "Pintos" in 1979.
Riverside's collection has a sophisticated yet casual lodge feel designed to retail across geographic regions, said Howard "Buddy" Spradlin, president and chief executive officer.
"We did a lot of legwork during development of this collection," he said. "We had sketches early on and traveled around the country to gauge reaction. We think it will have very broad appeal."
A signature piece, a multi-function armoire, will feature a Doolittle work titled "Wilderness! Wilderness?" as a design option on its door panels.
"The warm, natural color tones of this painting are a perfect fit with the cabinet's finish," said Dawn Astram, director of licensing and creative development for The Greenwich Workshop, Doolittle's publisher. "I think it will be an heirloom piece of furniture that will be enjoyed and handed down."
The collection's heavy distressing has inspired another signature piece, a storage cocktail featuring the artist's work camouflaged in the distressing.
The licensing venture is Riverside's first, and fits in with the new direction it launched last year.
"One of our strategies was to make a concerted effort to increase the visibility of our brands," said Michael Charlton, vice president of product development and marketing. "We've started that with our Castellan Collection and Splash of Color for Kids. Now, the fans of Bev Doolittle are going to be immediately interested in what she aligns her name with."
Spradlin said the collection reflects the artist.
"The furniture is casual and comfortable, but with an elegant touch, and so is her work," he said. "We think it will get some interest from customers who might not visit with us otherwise."
Doolittle is scheduled to be in the Riverside showroom during the opening days of market to meet with retailers and help introduce the collection. Dealers will receive limited-edition prints of her work, signed by the artist.
Riverside's market presentation of American Spirit will include suggested floor layouts and point-of-purchase materials. Charlton said the exact sizes of suggested retail footprints are still being worked out, but that Riverside will offer examples of strong presentations in small, medium and large formats.
The collection will start shipping in January.
Doolittle has gained popularity in limited-edition fine art prints. Her book, "The Art of Bev Doolittle," has more than 400,000 copies in print. She also has authored a children's book, "The Forest Has Eyes," and the family-oriented "The Earth Is My Mother."
Doolittle and her publisher have used her success to make donations to the National Wildlife Foundation, the National Museum of the American Indian, the Juvenile Diabetes Foundation and others.
"Bev Doolittle's art is truly synonymous with the American spirit," Spradlin said. "Her paintings are so popular because she touches on the aspects of America that we all love and respect — our Native American history and the great outdoors."
| American Spirit looks to style details such as louvered panels to create an upscale, more sophisticated lodge-like environment. |
| Riverside believes that Bev Doolittle devotees around the country will give American Spirit an immediate audience. |
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