Home Styles sets Betty Crocker RTA kitchen line
Tom Edmonds -- Furniture Today, November 10, 2003
Louisville, Ky. — Home Styles has cooked up a new line of flat-pack kitchen furnishings with the Betty Crocker label to help push the program at retail.
A line of 20 multi-functional kitchen caddies, islands, display cupboards, tables and chairs, Betty Crocker Kitchen Furnishings by Home Styles is set to start shipping to retailers by the end of next month.
Home Styles, a division of DMI, now owned by Flexsteel, is targeting mail order, mass merchants and specialty chains for the solid-wood line, with plenty of marketing support to trumpet the Betty Crocker connection.
"The Betty Crocker brand is well regarded for quality, good taste and value," said Pat Bahil, president of Home Styles. "Betty Crocker represents a measure that consumers will understand, and when they understand, it's easier to trust a product."
The Betty Crocker brand, in circulation since 1921, is on cookbooks and food products. Although Betty Crocker is a marketing creation of General Mills, she was once rated as the second most famous woman in the United States after Eleanor Roosevelt.
