Bernhardt signs Smithsonian
By Jeff Linville -- Furniture Today, January 29, 2007
Lenoir, N.C. — After the success of its Martha Stewart Signature line, Bernhardt is expanding in licensed furnishings by partnering with the Smithsonian Institution.
Historically inspired case goods and occasional furniture under The Smithsonian Collection by Bernhardt name will debut at the March High Point Market. The line will be the focal point of a planned Smithsonian Collection for the Home program of home furnishings.
"We are excited and proud to be a part of this endeavor and we look forward to a long and rewarding relationship with Smithsonian," said Alex Bernhardt Sr., Bernhardt chairman and CEO. "The Smithsonian name is synonymous with quality, trust and prestige, and this furniture collection will deliver on all those expectations."
"We are very pleased to be partnering with Bernhardt, an industry leader known for high-quality, master-crafted furniture that offers exceptional value to consumers," said Severin White, senior vice president of business development and licensing of Smithsonian Business Ventures.
The Smithsonian will look at other brand partners over the next several months in products such as lighting, floor coverings and accessories, said Peter Reid, division director of product development and licensing.
The Smithsonian Institution, founded in 1846, is the world's largest museum complex and research organization, composed of 17 museums and the National Zoo in Washington and two museums in New York.
It also publishes Smithsonian Magazine, with 7 million monthly readers, and has a Smithsonian Books publishing venture and Student Travel programs. It also recently launched Smithsonian Networks, for television programming. It already has an active product sales business, including 46 licensed manufacturers.
The Smithsonian brand was ranked number one for quality among all brands in the Harris 2003 EquiTrend Brand Study and holds a 94% brand recognition among adult Americans.
Bernhardt's initial furniture offerings will feature adaptations inspired by America's heritage, according to the company. Bedroom and dining pieces will be rooted primarily in 19th century American design with Edwardian and Empire influences. The SKU count has not been determined.
No upholstered goods are included in this initial launch, but could come later.
Heather Bloom, Bernhardt director of brand development, said the great wealth of antiques offering inspiration for the line is reflected in the eclectic mix of occasional pieces offered.
Each piece will carry a story, such as a decorative bookcase used in an office in the Smithsonian Castle or the Thomas Jefferson Campeche chair with its leather sling seat. A portion of the sales proceeds from this furniture endeavor will support the educational mission of the institution.
