Drexel's Tuscan Sun to rise in April
By Powell Slaughter -- Furniture Today, March 2, 2003
High Point — Drexel Heritage will introduce at the April market the Tuscan Sun Collection, an addition to its Heritage line, licensed and inspired by Frances Mayes, author of the best-selling book "Under the Tuscan Sun."
Mayes is an authority on Italy's historic region of Tuscany, and an advocate of the relaxed yet culturally rich lifestyle found in its vineyards and hills.
Drexel Heritage President Jeff Young said the Mayes line doesn't signal a move toward extensive branding, but was a natural fit for Drexel's line needs.
After focusing last market on the opening and middle price points of its dh and Drexel segments, the company wanted to add punch to its high-end Heritage line.
"We started working on a new Heritage group six months ago and decided on a Tuscan-style collection," Young said. "That led to a collaboration with Frances Mayes. Who better than she to guide us down that path?"
With a major motion picture based on Mayes' book due later in September, the timing of the furniture collection couldn't be better for consumer awareness.
"We have to ship this in July so it's established on retail floors by August," Young said. "National advertising will hit (the shelter publications) in October issues, so the ads are in front of consumers in September."
The initial round of Tuscan Sun will include about 50 pieces of bedroom, dining room and occasional, with finish options on many pieces, plus upholstery and licensed accessories.
The primary wood species are alder solids, and cherry and crotch mahogany veneers, mostly in a soft antique brown finish based on an original sideboard. Other finishes will be based on panels from pieces owned by Mayes.
Upholstery will feature some exclusive fabrics, including a selection from Busatti, a sixth-generation, family-owned, Tuscany-based fabrics supplier.
Accessory licensees include Wildwood lamps, Vietri tableware and glassware, Sfeffera Bros. bed coverings and sheets, and rugs from Drexel Heritage's rug partner, Miresco.
"The pieces will be fairly big-scale, but the collection is a little more informal than what consumers have been accustomed to from Heritage in the last few years," Young said. "It will be a little lower than traditional Heritage price points but clearly a step above our Drexel line."
Tuscan Sun dressers, for instance, will retail from $2,600 to $2,900. Heritage dressers traditionally have retailed for $3,000 and up.
Drexel Heritage will make most of Tuscan Sun domestically. "We want to keep this under our watch to make sure we do justice to the Heritage consumer and to Frances Mayes' endorsement of the collection," Young said.
At market, buyers will see the collection's national advertising along with the furniture, a first for Drexel Heritage. Plans call for transformation of the showroom lobby into a "set" for the movie "Under the Tuscan Sun," complete with cameras and a recreation of the façade of Mayes' home in Tuscany.
"Frances Mayes will be at market," Young said. "After market, she'll do some appearances for us in major metropolitan areas."
-
Case goods sources focus on what works
Apr 28, 2011 -
Array of product on tap for Vegas market
Feb 2, 2009 -
Soft contemporary a hit at High Point Market
Oct 26, 2011 -
Genesis of a furniture line collaboration
Oct 13, 2011
Specialty retailer LoveSac introduces new store design
Belfort Furniture, Lawrance Furniture are NHFA Retailers of Year
Kincaid Furniture honors Jimmy and Rosalynn Carter for Habitat work
Omnia Furniture ends relationship with Kathy Ireland Worldwide
Singapore furniture show expecting increased turnout
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
