New licenses roll out at April market
By Heath E. Combs and Thomas Russell -- Furniture Today, June 8, 2009
HIGH POINT — Licensing is still a popular strategy for home furnishings sources to differentiate their product, based on activity at the spring High Point Market.
A number of companies added to existing licensed lines or rolled out new ones. Among the highlights:
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Shadow Mountain launched a fresh take on its line with outdoorsman and designer Dick Idol, an eight-year furniture industry licensing veteran, by revisiting some of his best-selling designs and upgrading them with new details. Idol was at market to promote the line, said Chad M. Turney, president and CEO of Shadow Mountain.
“It was the best response on any collection we have introduced in the last two years. We were very pleased,” said Turney. -
Vaughan Furniture reported a strong initial dealer response to the company's new Kathy Ireland Home collection. The former model and actress has had a design and marketing firm, Kathy Ireland Worldwide, since 1994.
“It will open up new markets for us and for them as well,” Taylor Vaughan, president and CEO of the case goods source. “The product that Vaughan is known to design, manufacture and market fits into the direction that Kathy Ireland and her company are trying to go in as well.” -
Electric fireplace and entertainment furniture source Classic Flame announced a new licensing agreement with Duraflame, the maker of fire logs and charcoal products.
Classic Flame is seeking high brand recognition to gain more retail exposure, said Alexia Rouquette Mays, marketing and public relations director. She said the products to carry the Duraflame name probably will be inexpensive, cash-and-carry item like those sold at hardware and grocery stores, and will allow Classic Flame to hit lower price points and freshen up retail spaces. -
Paula Deen Home made a splash for Universal, with the TV personality and cookbook author visiting the showroom. President and CEO Jeff Scheffer said the new collection reflects Deen's image — including her taste in food.
“This is the furniture equivalent of her comfort food — it is very relaxed,” he said. But he added that for the line to be successful, the product must be of high quality.
“Paula is terrific and is a wonderful name, but the collection, without it, stands on its own,” he said. “The product combined with her name should be powerful.” -
E.J. Victor rolled out its Ralph Lauren Home collection, which until last year was at Henredon. E.J. Victor President John Jokinen said he was encouraged by the response to the line from designers and retailers.
“It's been very invigorating for us,” he said. “Not all (Lauren) lifestyles appeal to each customer, but there is enough selection so that every customer can see fit to assort the product in an area of the store that is in keeping with the brand identity.” -
Chromcraft Revington launched its Southern Living collection. Mike Hanna, senior vice president of sales, said that he believes it's a good time for licensed lines in spite of the tough economy.
“It gives you a little something to talk about and gives the dealer a little something extra to go to their customers with,” Hanna said. “Having a licensing partner sets you apart in tough times. For us, from a credibility standpoint, it shows we are willing to invest in the future and do the things we need to grow our business again.”
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Licensing: Big names still in demand
Mar 1, 2010 -
Medium, higher prices set pace in case goods
May 10, 2012 -
Higher-priced wood selling at High Point Market
Apr 25, 2012 -
HPU panel: Online content has value
Apr 4, 2012
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