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R&R teams up with JBL

By Joan Gunin -- Furniture Today, January 28, 2007

San Diego — Robinson & Robinson Group has teamed with electronics producer JBL to offer audio-video packages along with entertainment centers and upholstery seating.

"We're offering customizable turnkey packages," said Brian Parker, president of EasyTrend, R&R's motion upholstery division, and R&R case goods. "Our intent is not to sell case goods or seats individually, but rather whole room collections."

The joint venture dovetails with the entry into case goods by Robinson & Robinson, also the parent of LeatherTrend and SofaTrend, said Bill Napier, R&R group vice president of marketing.

Beyond custom contractors or big box do-it-yourself projects, Robinson & Robinson is trying to forge a third option to installing audio and video equipment in the home, Parker said. "We're focusing on the simplicity of buying everything all in one location."

Added Napier, "We are not selling electronics but hooking the retailer up with a national distributor to coordinate the whole room. This is a package they cannot get anywhere else."

Three electronics packages are available:

Good, a 5.1 (five speakers, with one sub-woofer) surround-sound system with a 42-inch Pioneer plasma TV.
Better, a 5.1 system with a 50-inch Pioneer plasma TV.
Best, a 7.2 system with a 60-inch Pioneer plasma TV.

Consumers can choose bookshelf or tower-style speakers, said Michael Jaworski, regional sales manager for JBL parent Harman Consumer Group.

The concept also includes what Robinson & Robinson calls "forgotten essentials" such as complete wiring, universal remote controls and warranties, custom installation and components.

"Typically, these are the things that a consumer might not buy at a big-box merchant initially," Parker said.

Robinson & Robinson has an exclusive agreement with a national distribution firm for the electronic components.

"There is no warehousing involved, just a distributor who will stock the components," Parker said. Once the purchase order is issued, delivery will be coordinated between Robinson & Robinson and the distributor.

"We want to take the insanity out of it," Parker said. "This solution was conceived to coincide with our case goods introductions and to increase the dollars per square foot (for retailers). It is a catalyst to sell more case goods. This is an additional product offering with very little risk."

Robinson & Robinson and JBL spent nine months developing the program.

R&R's current case goods offerings, developed around its Artisano leather upholstery line, include living room, dining room and entertainment pieces manufactured in Vietnam.

The collection will be broadened for the spring market in High Point, with additional tables and occasional pieces, Parker said.

"While going forward with this at a number of selected accounts (from October market), Parker said. "Our intent in first quarter 2007 is to show multiple styles of cabinets including California casual and contemporary design looks."

He said the company doesn't plan to show samples at this week's Las Vegas Market, but definitely will have the newest product at the spring High Point Market.

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