FBI expanding brand licensing program
Seeking opportunities in other home product categories
By Furniture Today Staff -- Furniture Today, May 29, 2008
ST. LOUIS — Furniture Brands International said Wednesday it plans to expand its licensing program beyond the current Thomasville platform to include several of its other top brands.
“A robust licensing program will focus on leveraging the power of our market-leading brands into new and adjacent home furnishings categories,” said Chairman and CEO Ralph Scozzafava. “This increases consumer awareness for our core furniture offerings and creates an additional income stream that provides a tangible return on our brand equity.”
Leading the effort is Shelley Peters, Furniture Brands’ director of licensing, who most recently led Thomasville’s brand licensing operations. Under her direction, the Thomasville brand has expanded beyond furniture into residential flooring, lighting and kitchen cabinets.
Peters will now coordinate licensing opportunities for FBI’s Thomasville, Lane, Broyhill, Drexel Heritage and Henredon brands.
“We have some of the best-known and respected brands in the home furnishings industry, and they form the perfect cornerstone for a national licensing strategy,” said Alex Hodges, the company’s chief marketing officer. “Our brands touch every segment of the consumer spectrum, and we are rapidly expanding our presence in new sales channels such as big-box retailers and national chains.
“Under Shelley’s direction, we will aggressively explore opportunities to link the power of these brands to new products for the home that can touch an even broader customer base.”
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