Amini, Seymour will co-brand lines
By Ray Allegrezza -- Furniture Today, October 12, 2009
PICO RIVERA, Calif. — AICO founder and CEO Michael Amini and actress, artist, designer and author Jane Seymour have entered into an agreement to bring co-branded collections of case goods, upholstery and top-of-bed designs to market.
Amini and Seymour will collaborate on an initial lineup of three collections in traditional, casual European and Hollywood glamour styles.
They will be marketed as The Michael Amini and Jane Seymour Collections and will debut in February. AICO President Larry Rinaldi said the goods will reach retailers by June, and that each collection will be comprehensive.
“For example, all of the case goods collections will feature bedroom, dining room, entertainment, occasional and accent furniture,” he said. Upholstery groups will include sofas, loveseats, chairs, chaises and more.
Amini and Seymour will also collaborate to create exclusive designs, sewing techniques and trims that will be used for top-of-bed goods, the company said.
Rinaldi said he believes this co-branding agreement is an industry first.
“While we’ve certainly seen celebrities work with suppliers to bring new product to market, we believe this is the first time two highly recognized brands in their own right — Michael Amini and Jane Seymour — have joined forces in order to bring exciting new furniture to the market,” he said.
Seymour, whose most recent design endeavor is the Open Hearts Collection for Sterling Jewelers, is no stranger to home furnishings. Since 2007, she has developed successful lines of rugs, lamps, home accents and mattresses with vendors that include Capel, Firefly, Shady Lady, Napa Home, Badash Crystal, Winward Silks, Picture Source and South Bay International.
“She’s truly a gifted artist, and I have always admired her work. I know that her talent will easily cross over into furniture designs,” said Amini, who added that he was looking forward to working with Seymour.
Seymour was equally optimistic. “Working with Michael and his company will be a wonderful opportunity, and I am excited about expanding my artistic visions to this medium.”
Rinaldi added that Seymour’s strong connection with the consumer, both domestically and internationally, is another plus. “We are confident that Jane will bring us closer to the consumer. She is well respected both here and abroad and that will also strengthen our efforts selling our furniture to our foreign customers,” he said.
Rinaldi said that the co-branding initiative was created in part for “those retailers who have asked not just for another line, but for a new and exciting story they can tell on their selling floors.”
He added that in order to maximize selling opportunities for the lines, retailers “have to have the capability to handle an artistic presentation of these products at the store level.” Rinaldi said he is suggesting that stocking dealers allocate about 1,200 square feet of selling space for each collection, or nearly 4,000 square feet for all three groups.
“To achieve the most powerful visual presentation possible, we will also suggest that the dealer accessorize the furniture with Jane’s existing lamps, rugs and accessories,” he added.
AICO will help retailers support the launch with signage, hangtags and point-of-sale materials. The new collections will be prominently featured on the AICO Web site.
“The market is ready for something new and exciting,” said Rinaldi. “With Michael being such a well-known brand in the industry and Jane being so popular with consumers, we’ve never been more excited about the business.”
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