Jackson to make ‘Duck Dynasty' upholstery
Larry Thomas -- Furniture Today, October 17, 2013
HIGH POINT - Upholstery producer Jackson Furniture has signed an exclusive licensing agreement with "Duck Dynasty," the nation's top-rated reality show, and the A&E Network, and will unveil a line of stationary and motion upholstery under the Duck Dynasty label at this week's High Point Market.
The licensing agreement is the first such deal in Jackson's 80-year history and initially will include more than 25 SKUs.
Now entering its fourth season on A&E, "Duck Dynasty" is a reality show that chronicles the lives of the Robertson family in West Monroe, La. The family has turned a small business making duck calls for hunters into an empire, and the show not only follows their business dealings, but focuses on their time together as a family.
"The idea was simple. We work hard, just like all of our customers, and at the end of the day we settle into our living room with our families. We saw the Robertsons enjoying their family dinner at the end of the show and imagined them relaxing afterwards on our sofas, recliners and chairs," said Keith Jackson, senior vice president of sales and marketing.
"We are committed to being the living room specialists because we recognize its importance as a comfortable place for families like the Robertsons to spend quality time together," he said.
The line features stationary sofas retailing from $499 to $699, motion sofas retailing from $699 to $999, and recliners retailing from $499 to $699.
"This is more than just camouflage recliners ... for us, this is about a lifestyle," Jackson said. "People are drawn to the show because of the family and the way they value their time together. We wanted this collection to represent the heart of "Duck Dynasty." Our goal is to develop something our customers and "Duck Dynasty" fans can use every day and be proud of for years to come. We also wanted to give our family of dealers something to enjoy and have fun with."
He said the line includes recliners and sofas with Mossy Oak and Real Tree camouflage patterns, but also has seating groups covered in fabrics with outdoor scenes, as well as the "Duck Dynasty" signature "duck camo" print.
The program will also have exclusive, custom-designed recliner handles and logo plates clearly identifying the product as belonging to the "Duck Dynasty" brand, Jackson added.
"Everyone is doing camo right now, in the furniture industry, the fashion industry and beyond. We wanted the print to be a part of the program ... but we wanted to offer a lot more and do it at the right price to make sure the value was there," said Jackson. "We can't wait to see where this goes for us and for all of the team at ‘Duck Dynasty.' We see the Southern lifestyle as one of the hottest trends in America right now."
The line will be shown in Jackson's showroom in space 300 of Plaza Suites.
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