DMI to make Betty Crocker line
Jeff Linville -- Furniture Today, April 20, 2003
Louisville, Ky. — DMI Furniture's Home Styles division has signed a licensing agreement with General Mills to develop a line of kitchen furnishings under the Betty Crocker brand name. The line will include ready-to-assemble furniture such as kitchen carts and islands.
Home Styles President Pat Bahil said the company approached General Mills about a furniture line, which hadn't been proposed to the food processing giant before.
"We realize how important branding is in all lines of merchandising," said Bahil. "The Betty Crocker brand is well-regarded for quality, good taste and value — all traits we plan to build into our new line of furniture."
Betty Crocker is a fictional character General Mills created in 1921. The name once was rated as the second-most-famous woman's name in America after Eleanor Roosevelt.
The plan is to start with a small offering at the October High Point market, aiming for four to eight pieces, Bahil said. The products will be RTA, with real wood construction and details like recipe drawers and cookbook holders, he said. Items like a buffet/hutch, microwave cart and kitchen island will target retail price points between $199 and $399.
"If I can ship by the end of the calendar year, I would love it," Bahil said.
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