FFDM offers lifestyle line
By Powell Slaughter -- Furniture Today, September 15, 2003
High Point — Case goods importer Fine Furniture Design & Marketing is teaming with an award-winning North Carolina winemaker to introduce the RayLen Vineyards Collection.
The 35-piece relaxed traditional group includes bedroom, dining and entertainment furniture in an eclectic, primarily country French, mix inspired by furnishings in homes throughout Europe and the California wine country.
Cuttings on the new collection are under way, and FFDM will take orders on RayLen Vineyards this week at premarket. The collection, priced in the middle of FFDM's line with beds retailing from $1,299 to $1,499, will ship before the October market.
The collection isn't a licensed line, but a collaboration. It puts FFDM into the lifestyle, versus suite, business and offers RayLen cross-marketing opportunities and national exposure at events like wine tastings at retailers introducing and promoting the furniture. FFDM has put together a turnkey package for retailers interested in hosting a wine-tasting, complete with invitations and instructions.
Geoff Beaston, president of FFDM, said the RayLen Vineyards Collection incorporates "a strong, marketable design, as well as the romance of winemaking."
Wine connoisseurs, he added, represent "a perfect fit for our target consumer." He cited studies showing that women are the fastest-growing segment of wine connoisseurs, and that wine aficionados have household incomes over $75,000 and an appreciation for the finer things of life.
"This is a great opportunity for cross-marketing, since we share this consumer — a consumer who recognizes and appreciates quality and fine craftsmanship," said Joe Neely, president of RayLen Vineyards, which he founded in Mocksville, N.C., in 1999 and has been recognized by Wine Spectator magazine as one of the South's best wine producers.
The furniture collection is FFDM's most eclectic to date in piece selection and finish. It's primarily made of Asian walnut with cherry veneers, and finishes include Yadkin Valley, a rich, deep brown; and Bordeaux, a black crackle and FFDM's first such finish. Two sourced pieces, a nightstand and demilune table, are in the hand-painted Private Reserve finish. Occasional pieces include the Vintner's Desk and Proprietor's Hall Chest.
Beaston said the collection reflects the maturing capabilities of FFDM's plant in aShanghai.
"We've been concentrating on a quality story," he said. "Now our workers have the experience they need to take us into a more fashion-oriented direction, as well. This collection shows our plant's true potential."
