Office Depot teams up with Lowell
Superstore chain putting big push on SOHO line
By Tom Edmonds -- Furniture Today, November 30, 2003
Delray Beach, Fla. — In perhaps the most significant SOHO development since Windows 95 sparked the PC boom, Christopher Lowell, the designer and television personality, and retail powerhouse Office Depot have teamed up to create a line of four office furniture groups.
With the marketing might of the largest office-product superstore chain behind it, the Christopher Lowell Collection figures to quickly become the top-selling office furniture collection.
Lowell, who may be the most recognizable of the cable-television designers who have created followings during the past decade, is hitting the promotional road for Office Depot to capitalize on the Christmas selling season.
Available in four styles, which correspond with the upholstery line that Lowell established with Flexsteel in 2000, Lowell's SOHO collection features desks and storage pieces as well as chairs, lighting and accessories, including desk sets.
In marketing materials, Office Depot, with Lowell as the spokesman, is telling consumers that they don't have to worry about decorating; connect the dots with this collection, they say, and you will have a coordinated and fully decorated office.
"This is all designed to eliminate anxiety," Lowell said. "These are precoordinated designs, and if somebody is hesitant about making a mistake, they can just follow our visuals and it will all work together."
Lowell says consumer feedback he's received on his Web site and through his Discovery Channel television show indicates that office decorating is a big issue for many consumers.
"Our show is at the epicenter of where people go when they want to improve the livability of their homes," he said. "We get many, many requests for advice about home office."
Lowell stressed that the furnishings are for small businesses as well as home offices, but the strongest thrust of the marketing effort seems to be aimed at home users. The styling of all four designs will certainly be comfortable in residential settings (see story below).
Lowell said he's pleased to be partnering with Office Depot, the leading SOHO furiture retailer with more than $1 billion in furniture sales last year.
"Office Depot, with their global resources, allowed us to bring it out at an unparalleled quality at a very reasonable price," he said.
-
Office Depot readies Christopher Lowell RTA line
Nov 16, 2003
VIEW ALL GALLERIES
