Will right people, product be in place when sales return?
Thomas Russell, Associate editor -- Furniture Today, April 6, 2009
In this recessionary environment, a week doesn't seem to go by without news of an executive leaving the industry through a layoff or elimination of their position. These include high-profile marketing and merchandising executives who help put a face on companies through their efforts to develop, promote and sell product. Those tasks haven't necessarily gone away — they have merely gotten folded into the job descriptions of other executives and staff members who are asked to take on more work.
Surprisingly, licensing is one area that appears strong in spite of this reduction in work force. This market, in particular, retailers can expect to see a number of new relationships between furniture companies and celebrities.
Some of the highlights are:
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Vaughan Furniture has signed a multi-year agreement with Kathy Ireland Worldwide. This market, it will show 10 Kathy Ireland groups of bedroom, dining room, occasional and youth furniture, representing a range of styles within her Americana and European Country style guides.
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Universal Furniture is launching Paula Deen Home. The initial offering, which includes about 50 pieces of bedroom, dining room, home office and home entertainment and accent furniture and upholstery, reflects the lifestyle of celebrity cook Paula Deen. The pieces are available in aged cherry and antique white painted finishes. Accents also come in additional painted colors.
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Chromcraft Revington is launching the Southern Living Collection. The initial launch will include some 150 SKUs of bedroom, dining room, occasional, home entertainment and upholstery. Styles range from rustic farmhouse and cottage to urban. Sales managers have started to show the collections to dealers in the past 60 days, and officials say that the response to both the product and the Southern Living name has been very strong thus far.
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Celebrity interior designer Thom Filicia is launching the Thom Filicia Home Collection this market. Safavieh will launch the area rug portion of the line this spring, while Vanguard Furniture will launch case goods and upholstery this fall. Other home products also are on the way.
These are just some of the licensing groups available this market. How well they do in a down economy remains to be seen. The good news is that these companies and their brand partners are poising themselves to have a strong launch just in time for a rebound.
A question for any company that may have downsized their operation in the current economy is: In anticipation of such a rebound, are the right people in place to do the job of actively promoting your lines in the marketplace and supporting it with exciting new product in the months and years ahead?
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