Highland House developing Pierre Deux line
By Jeff Linville -- Furniture Today, May 26, 2008
High Point — Highland House has signed a licensing deal with French retailer Pierre Deux for a new line of furniture to be introduced at the October market here.
Pierre Deux French Country by Highland House will include about 50 pieces of upholstery, case goods and occasional furniture. The designs will be inspired by the Provence and Loire Valley regions of France, reflecting what the company says is an elegant but comfortable French country lifestyle.
Pierre Deux designs and retails furniture and home accents. In the United States, the company has 18 stores with two more opening this summer, said Gary Edge, Pierre Deux's vice president of merchandising.
The Highland House line will mark the first time the Pierre Deux line will be available to other retailers.
Hedwige and André Cointreau, who also own the renowned culinary arts school Le Cordon Bleu, bought Pierre Deux in 1993. The company says its designs reflect Hedwige Cointreau's passion for French culture and family traditions, as well her keen sense of design and European history. As president and creative director, she has added decorative touches from her native Loire Valley region.
Heather Ryan, Pierre Deux's vice president of marketing, said the retailer's core customer is a woman in her 40s or 50s. But the line also has a very good following from 35-year-olds to seniors, she said.
For younger consumers who can't afford bigger-ticket items like furniture, the retailer offers less-expensive stemware, accessories and gifts like cooking books and tote bags.
"Pierre Deux fits seamlessly into our European Excursions philosophy, a European-casual umbrella we have focused on for more than 10 years," said Tom Staats, president of Highland House. "I can think of no better way for Highland House to expand our business model."
Highland House offers French-influenced designs in its Rue de Provence collection, but Staats said that collection is more of an Americanized French. The Pierre Deux line will be more authentic.
While pricing is still up in the air, Staats expects the new collection to be higher priced and higher styled than the European Excursions line.
What will ultimately separate the Pierre Deux line from other French-inspired collections are the details, according to Cointreau.
"There is a history behind the furniture," she said. Every piece, including those based on furnishings from her home, has a story.
Wood species will be authentic to the pieces on which the line is based. Upholstery will feature Pierre Deux's iconic fabrics, produced through a license with Kravet.
Highland House and Pierre Deux will team up to promote the line when it hits retail in the spring of 2009.
"As an expert in all aspects of French country living, Hedwige Cointreau has graciously agreed to be the spokesperson at a series of exciting consumer events that we are planning," said Staats.
