Pulaski signs 'Hispanic Oprah' to licensing deal
By Jeff Linville -- Furniture Today, April 18, 2004
PULASKI, Va. — Pulaski Furniture has signed a licensing deal with Cristina Saralegui, the Spanish-language talk show host described as the "Hispanic Oprah."
Pulaski says the furniture line, to debut in October, is the first aimed at the growing Hispanic population.
While less familiar to English-speaking America, the Cuban-born Saralegui is the biggest star on Spanish-speaking television.
Shown in several countries to an audience of more than 100 million, "The Cristina Show" has run for 15 years and won 10 Emmys. Her U.S. audience of 9 million-plus rivals that of "The Antiques Roadshow," the PBS-TV program with which Pulaski developed a licensed furniture line last year.
Pulaski is designing pieces for a Cristina collection and will launch it at the October market, said President Larry Webb. The line will have about 75 pieces in dining, bedroom, occasional and entertainment.
Designs will be drawn from Saralegui's life, including the furniture and art collections in her Miami home, and her style and taste, Webb said.
"Cristina's lifestyle and persona is ripe with inspiration for an extraordinary furniture collection," he said.
Traditional Latin design details and materials will resonate through the collection, reflected in a mix of dark and light woods, metal and wood carvings, said Jim Kelly, Pulaski executive vice president of marketing and product development.
"Latin life is rich with warmth, family values and history," said Saralegui. "I want to bring that beauty into American homes."
With that emphasis on family, Kelly said, "Don't be surprised to see a kitchen island or gathering table in the lineup."
To support the collection, Pulaski plans a marketing and public relations campaign, including retail launch events and personal appearances by Saralegui.
"The Cristina Show" is seen on cable and satellite TV on Univision, the top Spanish-language media conglomerate. Since 2001, Univision's audience has grown by 44%, according to TNS Media Intelligence/CMR.
In addition to her TV show, Saralegui co-publishes a monthly magazine, Cristina La Revista, and hosts "Cristina Opina," a daily program on ABC Radio International.
In 1996, she and husband Marcos Avila founded Arriba La Vida/Up With Life Foundation, a private organization dedicated to AIDS awareness and education among Hispanics.
She has received numerous awards both for her groundbreaking TV stardom and humanitarian efforts. In 1999, she became the first Spanish-language TV personality to be honored with a star on the Hollywood Walk of Fame. In 2000, she was named Woman of the Year by Latina magazine.
Webb said the Cristina partnership is a smart one for Pulaski because of the huge market potential with the growing Hispanic population.
The U.S. Census Bureau estimates there are 38.8 million Hispanics living in the United States today, and projects the population will reach 53 million in 2020 and 102.6 million in 2050.
In 2000, one of every eight U.S. residents was Hispanic. By 2050, the ratio is expected to be one in four.
About 40% of Hispanics living in the United States now were born outside the country, but immigration is only part of the reason the population is expected to continue to surge. According to the census, Hispanic families also have more children than other groups.
As families become more integrated into American society, future generations of Hispanics are expected to be more prosperous and attain more education.
Retailers Victor and Doralicia Ceballos of La Fiesta Furniture in San Fernando, Calif., who have a strong business with Mexican families, say immigrant Mexicans are a proud people who work hard and faithfully pay their bills on time.
They come to the United States with little, and appreciate it when someone gives them a chance by offering them a job or store credit to furnish their homes, said Doralicia Ceballos.
Immigrant parents also are stressing the importance of an education, she said. They want better lives, including better careers and higher incomes, for their children.
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