Standard, Ireland get cozier
By Jeff Linville -- Furniture Today, February 16, 2003
Los Angeles — Standard Furniture has formed a brand management company with Kathy Ireland Worldwide called Home Brands Inc.
Standard said it hit a home run with its Kathy Ireland Home licensed line last year and decided to deepen the relationship with the model turned designer.
"We've recognized that having her as a business partner exceeds her value as a celebrity," said Don Mecke, who will be Home Brands' president while remaining Standard's vice president.
As part of the partnership, Ireland will be chief designer, with input on all pieces under Kathy Ireland Home by Standard as well as new pieces for Standard's existing brands Standard, Grand Designs and Kids' City.
Standard is the lead partner in a Kathy Ireland home furnishings alliance. Other manufacturers include Shaw Inds., Style-Line, Pacific Coast Lighting, Next Dimension Studios, A.F.D. Décor and Lady Americana.
"We're on a mission to build the top brand in the home, not just furniture," said Mecke.
"We're working together to make sure that retailers become a destination for moms," said Liliana Chacon-Menay, vice president of brand management for Kathy Ireland Home by Standard.
Home Brands will add more products this year, said Mecke. Standard is developing a new category for the April High Point market, but is keeping it under wraps for now. Home Brands also is talking with a small office/home office producer and a window coverings manufacturer.
Kathy Ireland Worldwide also has two other brands with products for the home that are developing furniture pieces. Acafe sells cooking and kitchen products designed with chef Andre Carthen, and Standard is designing kitchen and/or dining room furniture to add to the mix. The Jardín du Jour brand, developed with landscape designer Nicholas Walker, will create and manufacture a line of outdoor furniture.
"Every company that Kathy Ireland Home partners with experiences tremendous growth because of their collaboration with the brand," said Mecke. "At Standard, our business is up 20% from last year." Gains range from 14% to 81% at other companies, he said.
"We are projecting retail sales of Kathy Ireland Home to exceed $700 million in 2003, and we are still a very young brand in the home arena. Based on our projections, we feel this number could exceed $2 billion in home-related product sales within the next five years," said Mecke.
Home Brands Inc. will have offices at Standard headquarters in Bay Minette, Ala., and at Kathy Ireland Worldwide in Los Angeles.
