Najarian enters youth bedroom category
Jane Kitchen -- Furniture Today, March 13, 2012
CITY OF INDUSTRY, CA — Case goods importer Najarian Furniture is entering the youth bedroom furniture category with its launch of licensed collections and in-house designs at next month's High Point Market, in the company's 220 Elm showroom.
Carving out a unique niche in the category, Najarian Kids secured licensing agreements with popular youth brands Hello Kitty, Paul Frank, and Barbie.
The new product offering includes beds, upholstered items, storage units, and other accent items, with between 20 and 60 SKUs in each collection. Retail price points range from $49 to $999.
"The intention is to help our dealers create a high-turn item driven business at retail with exciting opportunities for promotion," said Michael Lawrence, VP of sales and marketing for Najarian. "We expect young shoppers and their parents to respond enthusiastically to the brands, as well as to the distinctive product features that focus on functionality in youth bedrooms."
The Hello Kitty furniture line from Najarian includes a space saving upholstered chair and ottoman, knock-down bookcase with drawer storage, toddler writing desk, and vanity sets, among other items - many boasting the irresistible kitten's bright pink signature hue.
Cartoonist and fashion designer Paul Frank's iconic Julius the Monkey, first created in the late 90s, T-shirts, backpacks, wallets, and cell phone cases. Embraced by both boys and girls alike, Frank's offbeat Julius materializes in youth beds, nesting storage cubes, stackable ottomans, and colorful desk chairs.
Mattel's Barbie will appear on a 20-SKU line from Najarian, and the company will also introduce two in-house designed youth product lines, Missy Couture and Najarian Teen, which capitalize on the case goods specialist's expertise in contemporary and transitional furniture styling.
Missy Couture features unique styling in products from infant through teen, while Najarian Teen is modeled after master bedroom collections, with the same construction and features, but scaled down for youth bedroom.
The Hearts collection for girls features a white finish with heart design details and interchangeable color panel insert, while Steps for boys is a black finish with louvred panels. Bed, dresser and mirror groups are set to retail at $799.
Najarian is targeting its existing retailers with the launch of its new youth collections, as well as big box mass merchants and department stores. The company intends to expand with further licensed collections in the fall.
Missy Couture, Najarian Teen, and Hello Kitty items will be available for immediate shipping upon receipt of market orders; the Paul Frank collection is shipping in May, and the Barbie collection will ship in June.
A ribbon-cutting and launch event for Najarian dealers is set for Saturday, April 20th in the showroom.
Nationwide PrimeTime: Just Say Yes program explained by Frank Sandtner