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  • Larry Thomas

Prime Designs to offer Duck Commander upholstery

 The new Duck Commander line from Prime Designs includes several recliners with RealTree camouflage covers.The new Duck Commander line from Prime Designs includes several recliners with RealTree camouflage covers.

HIGH POINT — Mississippi upholstery producer Prime Designs has signed a licensing agreement with Duck Commander Co. and will unveil a line of Duck Commander upholstery, youth furniture and case goods at the High Point Market.

Duck Commander, a supplier of duck calls, hunting apparel and related merchandise, is owned by the Robertson family of West Monroe, La., who star in the popular reality show "Duck Dynasty."

The Duck Commander furniture line will include five recliners retailing for $499 to $799, living room seating groups, occasional tables, a child-sized recliner and a children's bedroom group.

Kurt Kelly, director of national accounts for Prime Designs, said those products are available for immediate shipment from his company's Tupelo, Miss., factory, and a lineup of licensed bedroom and dining room pieces will be available early next year.

"This is a real exciting time for us. We think this will do extremely well in the marketplace," he said. "The TV show is especially popular with 25- to 49-year old males, which is a key demographic for us."

He said Prime Designs initially spoke with Duck Commander executives about a licensing agreement in February after they noticed the furniture the family was using in the show.

"Duck Commander and Prime Designs share a strong work ethic, Christian values and American products made by a family-owned company," Kelly said.

The new line will be shown in Prime Designs showroom in Center Point, space 204.

Kelly said he's not concerned about possible confusion between Duck Commander line and a licensed Duck Dynasty line that is being unveiled at market by Jackson Furniture.

"I think it will be good for all of us," he said of publicity surrounding the two product launches. "We'll both get plenty of business."

Jackson's licensing agreement is with A&E Network, which owns the rights to the TV show.


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