Vaughan sets NASCAR-licensed line
By Powell Slaughter -- Furniture Today, August 11, 2003
Galax, Va. — Case goods manufacturer Vaughan will introduce the NASCAR Officially Licensed Home Series of furniture at the October market, aiming to ride the popular motorsport to success.
The rollout will include master and youth bedroom, casual dining room and media room pieces to complement the National Assn. for Stock Car Auto Racing's House and Home category, which currently consists mainly of bedding and textiles.
NASCAR's continued growth — it's the second-highest-rated regular-season sport on television with 75 million fans — and enthusiastic response to the idea from Vaughan's dealer network were keys to the licensing agreement, said Bill Vaughan, the company's chairman and chief executive officer.
"NASCAR is a sport that families enjoy together," he said. "Most of the drivers are known as role models with strong values and down-to-earth attitudes. What better place to translate these values than in the home?"
Vaughan cited a strong demographic and cultural match between NASCAR fans and family-owned Vaughan Furniture's customers. NASCAR fans reflect core American values, fall into every age group and live in every area of the country, he said. Forty percent of the fans are women, and 47% are between the ages of 25 and 44, a key buying group for furniture.
NASCAR says its fans like to bring the brand into their homes, with race-themed housewares such as blankets, pillows, wallpaper, towels and comforters all consistent sellers at retail.
Vaughan plans to take a substantial number of the new NASCAR designs to the High Point premarket in September, where furniture retailers will get their first glimpse of the new product line.
According to NASCAR, its licensed product sales total about $2 billion each year. The most avid fans spend more than $700 annually on products from NASCAR's 200 licensees.
