Lexington updating brand
By Thomas Russell -- Furniture Today, March 27, 2005
Lexington, N.C. — Lexington Home Brands is relaunching its namesake brand in an effort to broaden the mix it offers under that label.
At the April market it will introduce three bedroom groups and three full-line collections under the Lexington brand.
The goal is to broaden the company's product mix beyond its popular licensed consumer brands, which include Bob Timberlake, Liz Claiborne Home, Nautica Home, Palmer Home, Susan Sargent, Tommy Bahama, Waverly and Woolrich.
On average, the new product will fall between 10% and 15% below the price of consumer-branded items. The Lexington brand introductions for April will consist of imported product.
Lexington will warehouse the house-brand products, but Chairman and CEO Bob Stec said the company will still give retailers what amounts to container-direct pricing.
And unlike the consumer brands, there will be no minimum retail pricing, Stec said.
Shipments of the April intros will begin in June. The six new groups will be marketed under the theme, "Where Do You Want to Live Today?" Key selling points are what Stec described as high-end designs and finishes available at moderate price points.
April introductions will range from the traditional and grand-scale Vicenza bedroom with European styling and gold-tipped carvings to the more urban themed Central Park West, a full-line collection of bedroom, dining room and occasional. The latter group is transitional in design, with cleaner lines and brushed-satin nickel hardware.
The full-line Paradiso Village is casual in style with wicker, bent-pole rattan, split rattan and leather wraps.
While some retailers may carry both the Lexington line and the company's consumer brands, Stec said he doesn't expect them to compete directly, since the consumer brands are geared to a more style- and brand-oriented customer.
"Every one of these brands is growing," he said. "There is such a strong consumer following."
-
Henry Link Brand Reflects Lexington's New Approach
Jun 16, 2011 -
Case goods sources focus on what works
Apr 28, 2011 -
Updated finishes, features greet buyers in Toronto
Jan 27, 2012 -
Short Wood Groups Aimed at Sparking Sales
Aug 16, 2011
Specialty retailer LoveSac introduces new store design
Belfort Furniture, Lawrance Furniture are NHFA Retailers of Year
Kincaid Furniture honors Jimmy and Rosalynn Carter for Habitat work
Singapore furniture show expecting increased turnout
Furniture, mattress sales boost Conn's sales 37.6% in recent quarter
Featured Company
-
Brandwise Inc.
Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more
VIEW ALL GALLERIES
