Julian to create Vaughan-Bassett line
Authentically American will look familiar, but not too familiar
Jeff Linville -- Furniture Today, January 28, 2008
LAS VEGAS — Designer Alexander Julian and Vaughan-Bassett Furniture announced plans here Monday for a line of case goods that will debut at the April High Point Market.
“We plan to introduce a new collection at most markets,” said Julian, visiting the company’s showroom at this week’s Las Vegas Market.
The Julian line will be called Authentically American.
“The inspiration is drawn from the very best in the history of ‘authentically American’ taste and style and gives me the opportunity to share my take on a variety of classic American designs,” said Julian.
Wyatt Bassett, Vaughan-Bassett president and CEO, said the furniture will have “an air of familiarity,” but added that a company doesn’t partner with a designer like Julian just to do a stale collection. “The industry doesn’t need another Louis Philippe,” he said.
Julian, who has an upholstery line with Décor-Rest, said his wife, Meagan, is an instrumental partner in his design business. “Women overwhelmingly make the buying decisions for their homes. Meagan has a good eye for proportion and detail, and we have been able to combine our talents and taste.”
When asked what attracted him to Vaughan-Bassett, Julian said he was impressed with the company’s fast, dependable delivery, the fact that the goods can be U.S.-made, and reforestation program the manufacturer has launched to replenish trees cut for raw materials.
“More than 96% of our production is made by American craftsmen in our factories in Galax, Va., and Elkin, N.C.,” said Bassett. “Our close proximity to our customers will allow us to ship Alex’s first collection in July, giving our dealers ample time to take advantage of the entire fall 2008 selling season.”
Julian joked that Vaughan-Bassett is red, white and blue, but he might add a little teal to the mix.
Doug Bassett, executive vice president of sales and marketing, said that while the company wants to emphasize style and design, retailers will expect price points to hit their “sweet spot.” He said the company has 3,000 dealers ranging from lower-middle to upper-middle pricing.
Julian added that the manufacturer owes it to the retailer to make the group and concept understandable enough to close the deal with consumers. A company can get the consumer excited and motivated with shelter ads and great point-of-sale materials, he said.
Vaughan-Bassett is the third case goods company with which Julian has worked in the past 14 years. For 10 years he worked with Universal on the Patterns collection, which launched in March 1997. He also spent two years designing for Manchester Furniture, now called Thomas Hahn & Home.
The Bassett family has four generations stretching back more than 100 years in the furniture industry. But the company hasn’t often delved into licensed goods. In April 2002, Vaughan-Bassett launched an Elvis Presley collection that didn’t last long.
With Elvis, the manufacturer was designing product and putting the Graceland stamp of approval on it. But the King’s estate limited what designers could do, and the result was a look that didn’t resonate with consumers.
Julian, however, has a long history in design, and the manufacturer is giving him freedom to show his creativity.
Wyatt Bassett said he believes the partnership with Julian will give Vaughan-Bassett some needed exposure and will help make it a recognized name among consumers.
He said the company will devote more than 4,000 square feet of its High Point showroom in April to launch Authentically American.
Editor-in-Chief Ray Allegrezza contributed to this story.
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