Vaughan-Bassett taking Elvis to Europe
By Sheila Long O'Mara -- Furniture Today, December 2, 2002
Galax, Va. — There's going to be a whole lot of shakin' going on in Europe this winter when Vaughan-Bassett debuts its Elvis Presley collection at the International Furniture Fair in Cologne, Germany.
The showing represents the first step in the company's effort to break into the European market.
The European's love affair with the late pop star prompted the decision. Doug Bassett, vice president of sales, said Vaughan-Bassett conducted some consumer research on the grounds of Graceland in Memphis, Tenn., during this summer's "Elvis week," an event that marked the 25th anniversary of the King's death.
"We had people at Graceland all nine days handing out hardware samples from the Elvis line," Bassett said. "In return for the samples, we got names of customers interested in the product. Almost a third of those who were really interested were from Europe. That's why we're going over there."
In addition to attending the market and showing in a 600-square-foot booth, Vaughan-Bassett has hired a European sales agent to help the company break into the market. The show is set for Jan. 13–19 at the KolnMesse.
Bassett said showroom space will be split between the Elvis Presley collection — which Vaughan-Bassett introduced in April — and other groups in the company's line.
"We're working with the sales representative to learn the market," Bassett said. "We've got one or two department stores we're targeting, but we're really looking for the larger retail chains. We're looking to partner with the big boys over there."
