Lexington adds features to site
By Brian Carroll -- Furniture Today, September 23, 2001
Lexington, N.C. — Lexington Home Brands has relaunched its Web site with a new look and several features designed to make it easier for consumers to browse and shop. It's the third upgrade since October 1995.
Among the enhancements is a scrapbook feature that allows consumers to save and create furniture items and ideas. Consumers also can e-mail images and information to others.
The site aims to help consumers "understand their own decorating tastes so that they can make educated decisions," said Bob Stec, Lexington's president and chief executive officer.
Like several other sites, Lexington's latest version gives consumers a quiz to help them determine their design "personality" and style preferences.
Consistent with its brand marketing concept, the Lexington site shares home page space with 11 co-brands, including Nautica, Bob Timberlake, Smithsonian, Tommy Bahama and Southern Living. Consumers can shop by brand, room, furniture item or lifestyle. Once items have been selected, a dealer locator helps determine the nearest retailer by ZIP code.
Including Lexington as the umbrella brand, the site's brand family is a rather large one at an even dozen. Once Lexington adds the Susan Sargent brand in April, it "will be completely covered," Stec said, with no more plans for additional co-brands in adult furniture.
"Our brand stable is strategically selected to cover the marketplace," he said. The brands "extend our reach. We believe that ... one brand cannot have broad enough appeal to successfully attract a variety of different attitudes."
The site has links to Lexington's licensors, including Arnold Palmer and Waverly, and photos and dimensions for every product Lexington makes. No furniture is sold via the site.
Also as part of its Internet strategy, Lexington began connecting its retailers this past spring via a protected extranet, which provides updated information on product, sales promotions and customer service, and allows checks on inventory and order status. Lexington plans to add order-entry soon, at least for key dealers.
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| The www.lexington.com site shows all the company's brands and has new browsing and scrapbook features. |
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