Jordan's to give away furniture if Red Sox win World Series
By Furniture Today Staff -- Furniture Today, March 11, 2007
Boston — Jordan's Furniture is offering to give away furniture if this city's beloved Red Sox win baseball's World Series.
The retailer, part of Berkshire Hathaway's furniture division, is running a TV commercial promoting the giveaway on certain furniture purchased by April 16.
Jordan's leader Eliot Tatelman said the store has insured the event for over $20 million. Called Jordan's "Monster Deal," it's expected to bring in sales of over $20 million on the promoted goods — all sofas, sectionals, dining tables, beds and mattresses.
Asked by a local TV station if he was nervous the Red Sox might win, Tatelman said, "I am rooting for the Red Sox," and noted the insurance. "I would never have done it if I was going to be rooting against the Red Sox," he said.
Jordan's didn't disclose the cost of the insurance.
Pegging furniture giveaways to sports-team wins may be an emerging marketing move for the industry. Randy Gonigam, owner of Plano, Ill.-based World Furniture Mall, got the ball rolling last year when he gave away $300,000 in furniture to customers after football's Chicago Bears recorded their first shutout in five years against the Green Bay Packers.
The store ran a similar promotion later in the year — if the Bears blanked the Packers again — but Chicago ended up losing that one.
Tatelman said the Jordan's promotion was not inspired by Gonigam's event, but grew out of a new sponsorship deal Jordan's struck with the Red Sox.
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