Designer line at Powell
'Sexy' Payne licenses case goods
By Ray Allegrezza -- Furniture Today, March 20, 2005
Culver City, Calif. — The Powell Co. is making a big push further into case goods with a licensing agreement with Michael Payne, interior designer and host of HGTV's "Designing for the Sexes."
The importer initially will introduce four collections, three of which will debut at next month's High Point market.
Each collection will feature master bedroom, casual dining, occasional and home entertainment. The products, to be marketed as The Michael Payne Collection by Powell, will also include coordinated accent pieces such as benches and jewelry armoires.
Sean Slack, Powell's executive vice president of merchandising and marketing, said the first collection, called the 7 Series, is a contemporary design that blends wood and metal. It's available in cherry and clear maple.
Other lines are Sloane, a transitional look in walnut veneers and mahogany solids; Mayfair, a traditional mahogany look; and Hampton, with cottage styling in pine.
Retail prices weren't available at press time, but Slack said the 7 Series will be the opening priced line, and that the most expensive products in the collections will top out at "moderate price points."
"We saw a huge gap, both in the price and construction, between the types of furniture currently offered by Wal-Mart and Room and Board," Slack said. "We've targeted this new furniture to be solidly positioned right in the middle of that gap."
He said Payne "brings a fresh perspective" to the product.
"Unlike some other celebrities who have attached their names to home furnishings, Payne is the real deal. First and foremost, Michael is a designer," Slack said.
"We also know that fear of buying the wrong item is often the reason consumers don't buy any furniture," he added. "The focus of Michael's show is all about helping consumers make the right home furnishings selections."
The agreement with Payne is Powell's second venture with licensed goods. In October, the company introduced a casual dining line licensed by Pfaltzgraff, a dinnerware and tabletop accessory manufacturer and retailer. Based on the success of that launch, Powell will introduce additions to the Pfaltzgraff line at next month's market.
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