Wolf signs TV star designer
By Clint Engel -- Furniture Today, March 7, 2004
BELLWOOD, Pa. — Wolf Furniture has landed "Trading Spaces" designer Hildi Santo-Tomas as a spokesperson.
Santo-Tomas, who has a reputation for outrageous decorating ideas on the TLC cable TV show — including covering walls in straw, feathers and record albums and painting a living room carpet — will begin appearing in the Top 100 store's advertising this month. She'll be Wolf's voice on radio and television and will appear in direct mail and circular pieces.
Santo-Tomas also will visit stores regularly, talking with consumers and Wolf employees. She drew thousands of fans to her first appearance at Wolf's Harrisburg, Pa., store a few weeks ago.
"Hildi is a very recognizable personality, and her popularity nationwide will help elevate our selection and service message to a new level," said Chris Bertani, advertising director of the nine-store, Bellwood, Pa.-based retailer.
Wolf President Doug Wolf wouldn't disclose what the company paid for the exclusive, multi-year arrangement, except to say it was a six-digit figure and more than the retailer has ever paid for any non-media component of its marketing budget.
But the payoff could be big, too. Santo-Tomas is well known and has credibility among people interested in home decorating, Wolf said.
"And she also skews strongly with the younger female group that we're working hard with, to see Wolf as a valuable decorating resource and not just a furniture store," he said. "I don't think a lot of furniture stores are viewed as hip and cool and these (home) shows certainly are, so it helps bridge that gap."
Indeed, Wolf isn't the first furniture retailer to take this path. Last year, Honolulu-based C.S. Wo & Sons brought in "Trading Spaces" star Vern Yip for book signing at two Z Home stores. He was a big hit, and Wo is hoping to lure him back soon.
C.S. Wo, Nebraska Furniture Mart and other retailers also have had successful visits from decorating and design star Christopher Lowell of the "Christopher Lowell Show"; Jordan's Furniture operators Barry and Eliot Tatelman appeared in commercials with Martha Stewart; and Pier 1 Imports has signed Thom Felicia of Bravo's "Queer Eye for the Straight Guy" as its spokesman starting this month.
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