Want a piece of BlarneyStone?
By Jeff Linville -- Furniture Today, March 26, 2006
New York — The next big licensed collection could be Irish brand BlarneyStone, as branding specialist Kerry Glasser seeks home furnishings partners.
Glasser and his firm Concept Marketing Group have helped bring together such licensors as Oscar de la Renta, Jessica McClintock, Nautica, Althorp/Earl Spencer and Tommy Bahama with manufacturers like Century, American Drew, Lea Inds., Lexington Home Brands and Theodore Alexander.
BlarneyStone Marketing has retained Glasser to represent the BlarneyStone and BlarneyCastle brands for furniture, decorative accessories, bedding, bath items, tabletop, area rugs, decorative fabric and wallcoverings.
Glasser said, "With BlarneyStone we will be able to tell a very compelling story incorporating history, romance and captivating product concepts. We'd be delighted to hear from interested corporations, to discuss our development plans and to see how they might share our vision."
According to census figures, more than 40 million Americans are of Irish descent, 10.8% of the population. That's the second-highest concentration of any one nation except Germany, and presents a big opportunity with that demographic alone, BlarneyStone Marketing believes.
Blarney Castle is more than 550 years old. Originally built as a hunting lodge in the 10th century, the present castle was built by Dermot McCarthy, king of Munster, in 1446.
The famed Blarney Stone is believed to be half of the Stone of Scone, over which generations of Scottish kings were crowned. The McCarthy family was given this piece of stone in 1314, and it was incorporated into the design of the current castle. The stone and castle now are owned and managed by the trustees of the estate.
Legend has it that those who kiss the stone acquire the gift of eloquence.
Sharon Connelly, head of brand development for BlarneyStone Marketing, said, "While the BlarneyStone interior look will have ... a pared-down elegance, based on uses of natural materials and a neutral, landscape-inspired color palette."
She has signed off on some furnishings designs by Irish designer Claire McGovern, based in San Francisco. She called the designs fresh and exciting, "influenced by Irish heritage, art and literature, yet with a contemporary approach."
In the United Kingdom, BlarneyStone Marketing has started work on a series of ceramic dinnerware collections with Royal Worcester & Spode, said Connelly.
The company has target partners in mind for all product areas, she said, "manufacturers that are currently operating successfully in the licensed brand field and interpreting diverse brand concepts successfully for retail. But, as yet, we are at selection stage in the United States."
Connelly said BlarneyStone is expected to be in the "better" price point range.
Manufacturers can contact Glasser at Concept Marketing Group, (212) 308-0157, kg@conceptmarketinggroupinc.com.
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Want a piece of BlarneyStone?
Mar 30, 2006
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