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Lacquer Craft offers new Metropolitan Home line

This chaise loungeThis chaise lounge is in the Savona collection that is part of the new licensed whole home line that Lacquer Craft USA is launching in partnership with Metropolitan Home, a Hearst Magazines title.
HIGH POINT - Case goods and upholstery importer Lacquer Craft USA is partnering with Hearst Brand Development to offer a new licensed whole home line named after one of Hearst's signature publications, Metropolitan Home.
     During this week's October High Point Market, the company will show the collection in its showroom at 115 S. Hamilton St.
     The Metropolitan Home line includes 60 pieces of bedroom, dining room, occasional, home office, home entertainment and upholstery spread over two contemporary collections. There are roughly 30 pieces in each.
     The Tocara collection is made with quarter-sawn white oak in a dark espresso finish called Sumatra. In addition to bronzed hardware, it offers functional details such as hidden shelving, adjustable headboard lighting and concealed power units in nightstands.
     Savona is made with zebrano veneers in a deep reddish brown finish called Divai. In addition to nickel plated hardware, it offers seating pieces wrapped in reclaimed leather and velvet. It also has a modular home office unit with a hidden pull-out work surface.
     The case goods and upholstery collection will be produced in factories owned and operated by parent company Lacquer Craft. The goods will be shipped container direct from the company's Chinese factories to retailers in the U.S.
     Five-piece dining sets are targeted to retail from $999 to $1,299, and four-piece bedrooms from $1,999 to $2,299. Upholstery is targeted to retail from $799 to $2,499.
     "The combination of luxurious materials, expert craftsmanship and sleek shapes reflect Metropolitan Home's emphasis on refined, contemporary design," said Glen Ellen Brown, vice president of brand development at Hearst. "Tocara and Savona are collections that can stand on their own or mix beautifully with other pieces to pull together a truly chic room."
     Lacquer Craft USA President Randy Chrisley said the company approached Hearst about the concept and has been working on the project for the past year.
     "I am a big proponent of the brands," he said. "They are very important, and people who buy direct should have as strong a brand (story) as anyone else. This is a great brand in contemporary. It really is on track with what consumers are looking for today."
     "For what it is, it is well priced," he added. "Product like this is only in a lot of high-end contemporary stores around the country. It is a phenomenal value based on what is in the market."
     This is Lacquer Craft USA's second licensing initiative. In October 2010, it launched its first licensed collection with country artist Reba McEntire. The line, which shipped in January 2011, was produced for Dillard's, but is also sold at various furniture retailers around the country. Lacquer Craft USA launched a second collection in April that ships in November.
     It also represents a new furniture licensing opportunity for the magazine. Previously it had a partnership with Canadian case goods resource Shermag, which had a Metropolitan Home line from 2006 to 2009.
     The new Metropolitan Home collection is expected to ship in January, which would likely put it in stores in time for President's Day, Chrisley said.

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