Klaussner to expand World Vineyards; other licensees on tap
By Jeff Linville -- Furniture Today, March 13, 2005
Lexington, N.C. — World Vineyards is expanding its licensed furnishings line with a second collection and two new brand partners.
World Vineyards, a brand-building and marketing company, developed the license with Flora Springs Winery & Vineyards, a third-generation California operation.
Klaussner is the lead licensee and launched about 100 SKUs in case goods, upholstery and occasional furniture last October. This April, Klaussner will introduce a new group in those categories, and new brand partner Padma's Plantation will offer outdoor furniture.
Another new licensee, Manual Woodworkers & Weavers, will have home textiles, decorative accessories and dinnerware, said Jim Williams, president of World Vineyards and Dick Idol Ventures.
Other partners include StyleCraft Home Collections (lighting, decorative accessories, wall art/décor), Hellenic Rug Imports (area rugs), Natural Creations (permanent florals), Southern Textiles (bedding ensembles), Carolina Mattress Guild (bedding), and 2-Day Designs (accent furniture/accessories, made from wine barrels and mixed media and distributed by Klaussner).
At the October 2005 market, Artland will join the mix with dishes, said Williams. An announcement is expected soon for a bed and bath line and cooking products.
While Padma's Plantation will start with transitional outdoor furniture, Williams said he expects the company will develop occasional and accent pieces with its characteristic organic materials, such as wicker and rattan.
Klaussner could expand the scope of its collection into other niches, such as home office or an entertainment wall, he said.
The World Vineyards concept is to create products based on wine country lifestyles from around the world. The first two collections are inspired by California's Napa Valley — last October's Trellis, which starts hitting retail floors this month, and the upcoming Vintner's Blend. Future groups will draw upon wine-producing areas in Italy, France and Spain.
Vintner's Blend probably won't be quite as big as Trellis, Williams said, but will be significant. Case pieces combine traditional looks with modern designs, and include accent materials such as leather. Bedroom and dining room furniture include subtly curved bow-front cases, curly walnut veneers and custom hardware, while occasional pieces blend materials such as tile, slate, metal and marble.
Upholstery colors are taken from three palettes. One includes greens, merlot, burgundy and chardonnay. Another has more neutral tones like beige, cream and khaki, used on textures like chenille and corduroy. A third look is inspired by tiles found in the Napa region, with teal and terracotta accented with reds and golds.
Cotton Inc. named the wine color palette as one of its top five color trends for 2006, said Williams.
Dealer events under discussion as the collection rolls out include wine tastings, winemaker dinners with Flora Springs owner John Komes, and sweepstakes for consumers to win a trip to Napa.
Print advertising could run in national women's magazines and wine publications. Other longer-term brand building efforts range from wine and culinary clubs and vineyard trip promotions, to a possible lifestyle TV series, to store franchising and direct mail catalogs.
"The initial consumer response to the line exceeded our expectations as dealers really seemed to understand the potential expansion opportunities, line breadth, and broad appeal, particularly to women," said Jeff Davis, Klaussner vice president of merchandising. Dealers carrying the line include Wickes, Star, Kittle's and Grand Furniture.
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