Lexington holds private Las Vegas showing
Jeff Linville -- Furniture Today, February 27, 2006
Las Vegas — Rather than get lost in the shuffle, Lexington Home Brands chose a location off the beaten path for its private two-day show here, which overlapped the recent Las Vegas market.
The manufacturer and importer picked a venue to suit the furniture it brought out. It showed a sporty new Tommy Bahama group at the Desert Pine Golf Course in an invitation-only event.
This show reinforced Lexington's strategy that it wants to be a lifestyle company more than a furniture company, said CEO Bob Stec. Rather than sell pieces of furniture, the company works to create a mood or lifestyle that can extend throughout a room or house. This resonates with the way that consumers buy furniture, Stec said.
Lexington's branded strategy extends beyond furniture with licensing partners in its various brands offering rugs, lighting, wall art, tabletop accessories and even outdoor clothing.
He said that in Las Vegas, Lexington was urging stores to consider a concept it calls "the brand senses." A sales floor environment should reach out to each of the senses, he said, with touches such as music that fits the mood of a group's lifestyle, scented candles and textured wood finishes or upholstery.
Taste can even enter the equation, through an in-store party for consumers where specific food is served to fit a group's style, such as tropical dishes with an island collection.
