Feizy hits home run with Porter, Lee rug lines
By Lissa Wyman -- Furniture Today, February 11, 2007
Las Vegas — Feizy Rugs said the two licensed lines it introduced at the market here with licensors Tracy Porter and Sandra Lee were home runs.
Both made personal appearances to greet buyers here.
Porter was on hand to show three groups of hand-knotted rugs retailing in the high-end range of $1,400 to $1,600 for a 5 by 8 size. Lee came to show her group of hand-tufted rugs, retailing in the $350 to $399 range for a 5 by 8.
Both collections proved big hits, said John Feizy, president of the rug importer.
Former model and lifestyle designer Porter has been involved in product licensing for well over a decade. Lee, with her "Semi-Home Made" approach to cooking and decorating on her Food Network show, is a newcomer to the licensing arena. Feizy is her first licensee, and Lee also has signed with Master Design for case goods.
Both collections, with their subdued colorations and soft contemporary designs, struck a chord with Feizy's customers, said Feizy. "People are looking for things that are fresh and different, and at the same time livable and affordable," he said.
Porter's aesthetic has changed considerably from the days when her designs featured bunnies and flowers. (She worked with Shaw Rugs on a series of decorative accent rugs about 10 years ago.) Her new Feizy rugs feature elegantly subdued organic designs in earthy, natural colors.
"Times change, people change. I've been eager to get back into the rug business with new looks," said Porter, whose other product categories include dinnerware and lighting.
"My objective with Feizy is to create designs that people really want to live with. At the same time, we still want to appeal to emotions. We're striving for something that people can get excited about," she said.
Lee is focusing on "aspirational products" for consumers with good taste but not necessarily deep pockets. Her rugs feature stylized renderings of chandeliers, damask fabrics and a lacey white tendril and blossom pattern outlined against subtle background tones.
"I'm really proud of these pieces. Not only do people respond to the designs, but also because they are so aggressively priced," said Lee. "At these prices, anyone can afford one of these rugs."
Porter said she worked closely with Feizy's Steve Sorrow, director of product development. "We were always on the same wavelength through the entire process," she said.
Lee said she focuses on product design, but for the most part stays out of the way during the technical process of product development. "I'm not a micromanager. This has been truly a co-operative venture from the very beginning," she said.
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