Master Design creating Sandra Lee line
By Jeff Linville -- Furniture Today, February 4, 2007
Las Vegas — Wood furniture importer Master Design has signed its first licensing deal, partnering with TV personality Sandra Lee.
A QVC veteran, Lee now hosts "Semi-Homemade Cooking by Sandra Lee" on the Food Network and is working on her 12th cooking and decorating book with Meredith Publishing.
Lee visited the World Market Center during the just-concluded Las Vegas Market and met with Master Design executives to discuss details of the upcoming case goods collection, planned for the fall High Point Market.
A couple of samples will be shown in March in High Point, and few more will be ready for the July Las Vegas Market before the full launch in the fall, said Joe Elmore, executive vice president of marketing, sales and product development.
The introduction will include four collections, each with bedroom, dining and occasional, said Elmore. Covering four basic styles, the groups will feature elements of country, traditional, modern and urban. The exact piece count and retail price points are still under consideration.
Elmore said he met Lee before he came to Master Design, but hadn't discussed making a licensed line until last year.
Before signing a deal, Lee traveled to Asia to meet the Master Design owners and visit its factories. She came away impressed. Master Design seems to have a "lean, agile and smart" management team, said Lee. "They keep their ear to the ground, and they're not arrogant."
While this is the furniture importer's first licensed group, the parent company has seen the power of branding, Elmore said. "Test Rite Group has had agreements with Black & Decker and Igloo and Mr. Goodwrench," he said.
On her TV show, Lee has shown home furnishings products from other licensors such as Kathy Ireland and Candice Olson. Lee wants to have a similar whole-home approach and also is launching a line of rugs this week at Feizy Rugs. Later this year, she expects to announce brand partners in upholstery and lighting.
She said her goal is to allow consumers to buy affordable furnishings in multiple styles so they can mix and match pieces to show their individuality.
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