Lexington's Haney shares insights on Trump line
By Furniture Today Staff -- Furniture Today, March 25, 2007
How will Lexington get the word out to consumers about the Trump Home line?
"We will be focusing on dealer ads and specific in-store promotions as the line is launched at retail, as well as advertising in shelter publications. We also are in discussions with the Trump Organization for special events and the possibility of including the Trump Home furniture on future sets of 'The Apprentice.'"
How will Lexington handle distribution? Limited? Gallery presentations?
"As with all of our brands, products are distributed through independent home furnishings retailers, upscale department stores and designer showrooms. We are working with strong retail partners who share our commitment to present the entire Trump lifestyle in an exclusive display presentation that clearly communicates the essence of the brand and connects with the consumer. We are pleased that our retail launch will be at Macy's New York this summer. The Trump Home collection will be presented at Macy's in a gallery setting that defines the Trump lifestyle and showcases all categories of the line."
In a market already populated with name brands, what will make the Donald Trump furniture stand out in the crowd? What are the competitive advantages?
"The biggest competitive advantage, besides the exclusive designs and high quality of the furniture, is the Trump brand. Donald Trump is one of the most recognized figures in the world. He has put his name on upscale goods that have been incredibly successful. In our partnership with Trump, we both have the same vision of affordable luxury that doesn't compromise on style, craftsmanship or materials. This launch has also added excitement to the home furnishings category. The buzz about the Trump Home brand just keeps growing and we know that will continue to build as the furniture makes its retail debut this summer."
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