Love those licenses
By Jeff Linville -- Furniture Today, March 18, 2007
High Point — Several major licensed collections will make their debut at the upcoming High Point Market, while other companies will expand existing licensed brands.
Sure to grab buyers' attention are lines from four new licensers: Better Homes & Gardens at Universal, Royal Manner at Highland House, The Smithsonian at Bernhardt and Donald Trump at Lexington.
Some samples were on display at premarket here in February.
Smithsonian/Bernhardt
The Smithsonian Collection by Bernhardt, a line of 50 historically inspired case goods, will serve as the focal point of a Smithsonian Collection for the Home program of home furnishings. Key pieces are tied closely to Smithsonian museum collections.
The initial bedroom and dining room offerings are rooted primarily in 19th century design, with Edwardian and Empire influences. The variety of antiques available to serve as inspirations is especially evident in the eclectic mix of the occasional pieces, said Heather Bloom, Bernhardt's director of brand development.
The collection features figured walnut and white ash burl veneers in a Heritage Brown finish with cool brown tones and light burnishing details. Pin knotty cherry veneers are showcased in a Castle Brick finish with warm brown undertones.
To celebrate the introduction, Gary Beer, CEO of Smithsonian Business Ventures, will be on hand at the High Point Market.
Trump/Lexington
Lexington Home Brand's Trump Home will feature two varieties of "affordable opulence," with the real-estate mogul and TV personality said to be an integral part of the design process.
The two groups each have over 30 pieces. Westchester is in a traditional style in hardwoods and walnut veneers with burl accents. Central Park is more contemporary with cleaner lines, walnut veneers and a rosewood finish.
"Trump Home furniture offers consumers a tangible way to experience the luxurious Trump lifestyle for themselves, in their own home, no matter where they live, and even if they can't afford millions for one of my properties," said Trump. "Now the public can not only wear my clothes, they can sit on my couch."
Lexington President and CEO Phil Haney said, "Trump Home furniture offers far more than an association with a popular star. No name is more synonymous with upscale living than Donald Trump."
In the LHB lineup, "Trump Home fills an important niche at the most glamorous end — upscale with pizzazz and sophistication," Haney said.
Lexington previously has developed licensed lines with Woolrich, Nautica, Liz Claiborne, Bob Timberlake and Arnold Palmer.
Burrell/Highland House
Highland House has a new 60-piece collection with Burrell, the former butler to Queen Elizabeth II and Lady Diana. He worked for the British royal family for 21 years and has written two books on his experiences. Burrell is lending his sense of style to Royal Manner: The English Country House.
This group will not be a casual look like Highland House's Cotswold Cottage, which came out a decade ago, said President Tom Staats. English country homes are more regal, he said, which makes Burrell a natural choice.
"Paul is an ideal consultant who brings with him a unique platform around which to create and market a collection of elegant-yet-relaxed country English furniture," said Staats.
Burrell said he has consulted on every design in the group.
The full-line group includes 30 case goods pieces featuring many style influences — Tudor, Jacobean, Chippendale, Adam, Queen Anne and chinoiserie. Upholstered goods will feature velvets, chenilles, weaves, colorful prints, tapestries, silks and embroideries.
Staats emphasized that Royal Manner isn't an 18th century reproduction group. The pieces draw inspiration from antiques, but are designed and scaled for today's lifestyles, he said.
BH&G/Universal
Universal introduced a few pieces of Better Homes & Gardens at the winter Las Vegas Market and now has the full line ready, including bedroom, dining, upholstery, home office and entertainment furniture.
The line is available in three major styles — casual, traditional and contemporary.
"The furniture will be classic, sturdy, multi-functional, enduring and affordable," said Katharine Reitz, associate director of communications at Meredith Publishing Group. "It will reflect the way Americans live in virtually every room of their homes."
Universal was looking for a way to better connect with female consumers, and Meredith pointed out that BH&G reaches nearly 40 million American women.
Universal President Randy Chrisley said the magazine's editors took what they learned from their reader focus groups, then visited Universal manufacturing facilities in China to oversee the furniture design.
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