Rooms To Go adding to Disney, Crawford lines
By Clint Engel -- Furniture Today, April 9, 2006
Seffner, Fla. — Looking to build on the success of its licensed Cindy Crawford and Disney furniture lines, retailer Rooms To Go will add two Disney themes this fall and more Crawford goods, while it works on a third licensed collection.
The nation's largest furniture store is readying youth groups linked to upcoming Disney movies "Cars" and the "Pirates of the Caribbean" sequel. Jeff Seaman, CEO of the 110-store chain, said the introductions will coincide with the movie releases.
RTG has successful youth groups based on Disney princesses, Mickey Mouse, Winnie the Pooh and the Disney Channel's "Lizzie McGuire," launched this past fall at its Rooms To Go Kids & Teens stores. Seaman said Disney executives suggested a dedicated boys group; thus, the upcoming "Pirates" collection.
The current Disney furniture line also is wholesaled on a limited basis through Canyon Furniture to non-competing retailers, and Seaman expects that will continue with the new collections.
He said RTG guaranteed Disney $10 million in sales the first year, "and we're going to do a lot more than that."
The Cindy Crawford line at RTG's main stores, promoted by Crawford herself in print and TV ads, also has been successful, give or take a group or two, and is well on its way to at least $100 million in its first year. New Crawford product will be in stores this spring, Seaman said, adding the retailer will change at least 50% of the line to keep it fresh.
Meanwhile, RTG is working on a third licensed line. Seaman wouldn't elaborate because details need to be finalized, but he expects it will be in stores early next year.
Rooms To Go did about $1.6 billion in furniture, bedding and accessory sales last year, up over 12% from $1.4 billion in 2004.
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