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Idol at Klaussner's premarket

By Powell Slaughter -- Furniture Today, September 9, 2001

ASHEBORO, N.C. — Artist Dick Idol will be at premarket this week to help introduce Klaussner's new Dick Idol Home Collection.

Premarket will offer a preview of the full-court press Klaussner has in mind for its showroom at the October market, when it will display an array of home products from other Idol licensees to offer a complete vision of the outdoor lifestyle brought indoors.

"We're going to have an awesome presentation at market with between 3,000 and 5,000 square feet in the showroom dedicated to this collection," said Jeff Davis, product manager and national sales manager for Klaussner.

The Dick Idol section in the showroom will have its own entrance.

"It's important to provide our retail base with as much information and history behind this license," said Angela Arrington, director of retail services. "We'll have a section where we create the lifestyle, and then bring them to the product."

The market presentation will include point-of-purchase materials, graphics and hangtags, as well as suggested floor footprints.

"We'll show packages with an adequate mix of all the product incorporated into different presentations," Arrington said. "We want to keep retailers' floor considerations in mind, but we don't want to undervalue the presentation in the store. We'll ask for commitment."

The wide range of products in the Klaussner showroom, including accessories, carpet and home textiles, will be aimed at showing retailers the potential of goods with appeal to outdoor enthusiasts.

"We do not believe that anyone in the home arena has effectively targeted the large SUV consumer group — middle-class families with children who love the outdoors and participate in hiking, boating, camping, wildlife observation, fishing and hunting," said Jim Williams, chief marketing officer for Dick Idol Ventures, a licensing and marketing company. "This group aspires to live the outdoor lifestyle, with over two-thirds participating in outdoor activities on a monthly basis."

The U.S. Fish & Wildlife Service and Roper Starch Worldwide say that group, 77 million strong, spends over $100 billion a year on wildlife-related recreation.

Nature artist Dick Idol says his new licensed furniture, accessory and carpet lines should appeal to outdoor lifestyle enthusiasts.

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