George to head new Aga Home Group division
By Clint Engel -- Furniture Today, April 25, 2006
Norwood, Mass. — The parent of retailer Domain Home Fashions has launched an Aga Home Group division, combining three upscale brands, a move expected to spark Domain's entry into new markets.
Domain founder and CEO Judy George has been named CEO of the group, the consumer brands division of Aga Foodservice Group. United Kingdom—based Aga acquired Domain in 2002 and more recently bought a 75% stake in Grange, a full-line French manufacturer of luxury furniture.
The new division brings together Grange furniture and high-end Aga stoves and cookware, to be showcased in Domain's 30 full-line stores or in shops attached to Domain units.
Aga stoves and cookware already are in Grange's two stores in Canada and may be placed in its 14 trade showrooms in the United States. Aga Home also expects to move into other rooms and categories, with Aga-branded accessories and home furnishings for the bath and outdoors.
"This is an exciting new dimension in home fashion and retail," George said. The move will push Domain further toward the high end and turn it into more of a "total home" store.
"The customer experience will be different from what it has been," she said. "Now we will be much more of a lifestyle store."
Fourteen of Domain's full-line stores carry Aga ranges. But by the end of May, all 30 will have some form of Aga Home presentation, George said.
The largest will be attached shops or in-store 1,200-square-foot "signature" galleries featuring Aga products, coupled with Grange-made dining furniture, with tables starting at about $2,500.
Some Domain stores will have smaller, 500- to 800-square-foot Aga Home presentations. In the smallest stores, Aga product will be offered via kiosks.
In Brookfield, Conn., the company has opened a Domain store with an attached Aga shop, which now will be updated with Grange-made kitchen furnishings and other Aga product.
"As we unite under Aga Home, we're going to be expanding into new markets," George said. "We're shopping locations right now in Oyster Bay on Long Island," but it's too early to elaborate on additional plans, she said.
Domain's 32 stores, including two outlets, are in Massachusetts, New York, New Jersey, Connecticut, Pennsylvania and metro Baltimore/Washington.
Valerie Moran, Grange CEO since 1991 and a 21—year veteran of the manufacturer, has been named vice president of marketing, fashion and brand development for Aga Home.
Grange is making a private-label collection for Domain that includes dining room, freestanding kitchen furniture and wall-hung cabinetry. Price points will be a step up for Domain but a step down for Grange.
"The purpose is to bridge the Aga brand with the Domain brand ... with complementary product around the Aga (ranges)," Moran said.
One reason to bring the three brands together is to learn from and draw on each other's strengths, she said, adding that Aga Foodservice President William McGrath was the catalyst for the move.
The brands will maintain their independence, Moran said.
Domain did about $74 million in furniture, bedding and accessory sales in 2005. George expects that to grow to about $100 million this year, thanks in part to the Aga Home program.
In a related move, Gary Edge has joined Aga Home as vice president and general merchandise manager. He was vice president of furniture design for Macy's Home Stores, and has over 20 years experience with such retailers as Bloomingdale's, Conran's Habitat and ABC Carpet & Home.
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