Lexington readies 2 million ad pieces
By Furniture Today Staff -- Furniture Today, March 16, 2003
Lexington, N.C. — Lexington Home Brands hopes to help release pent-up demand for furniture through the distribution of more than 2 million collateral advertising pieces to consumers in the year's first half.
Lexington Home Retailers — the company's largest displaying customers — have committed to distribute 1.1 million copies of "Spring Fling," the full-line manufacturer and importer's 16-page spring circular. Designed for newspaper insertion or mailing, the piece has a mix of Lexington's branded lines, including Bob Timberlake, Tommy Bahama, Susan Sargent, Palmer Home and Nautica Home. Spring Fling will reach households from early March through May.
Dealers also have committed to send out 1.2 million copies of the fourth edition of Spirit of Home, LHB's consumer magazine. In addition to shelter publication-style articles written to help consumers make design decisions and assist the furniture-buying process, the magazine is rich in illustrations from Lexington's brands.
"We believe the consumer is thinking a great deal about her home environment and will act on these thoughts as soon as the economic and political environments stabilize," said Bob Stec, Lexington president and chief executive officer. "The exciting pieces consumers will receive soon will serve to encourage and inform them of the options available to them."
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