Bassett to kick off John Elway line
By Larry Thomas -- Furniture Today, February 29, 2004
BASSETT, Va. — BASSETT, Va. — Seeking to become a most valuable player in the fast-growing home theater category, Bassett Furniture Inds. has signed a licensing agreement with former NFL quarterback John Elway to develop a line of entertainment furniture.
The Elway Home Collection will feature entertainment centers and a coordinating group of motion sofas, motion sectionals and reclining chairs.
"We believe our new partnership with John Elway is a tremendous opportunity for us to bring added excitement to our dealers' showrooms," said Rob Spilman, Bassett president and CEO. "There is a proliferation of new electronic options available for consumers in the home theater area, and (we) plan to become a significant player in this exciting category."
The collection will be unveiled in August at a meeting of Bassett Furniture Direct dealers in Las Vegas. It also will be shown at the High Point market in October.
Elway, who led the Denver Broncos to Super Bowl titles following the 1997 and 1998 seasons, is scheduled to appear at both events.
Bassett spokesman Jay Moore said price points and designs of the Elway pieces have not been finalized, but will reflect Elway's desire for comfortable furniture with simplicity and style.
The furniture collection is part of Elway's strategy to develop an American Lifestyle Home brand inspired by his love of nature and a comfortable lifestyle, Moore said.
He said BFD stores will devote "a significant amount" of floor space to the Elway collection and will promoted it in advertising. He added that the signing of Elway is a key element of Bassett's effort to expand its motion upholstery business. "We think it will help us in a category where we haven't been very strong in recent years," said Moore.
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