FBI to boost brand efforts
By Jeff Linville -- Furniture Today, June 2, 2008
St. Louis — Furniture Brands International said last week it plans to expand its licensing program for company brands, building on an effort that already has been under way for years at Thomasville.
Thomasville has licensed its name to other manufacturers for lines of lighting, residential flooring and kitchen cabinets.
Shelley Peters, who led Thomasville's brand licensing operation, was named director of licensing for Furniture Brands on May 1 and now will coordinate such opportunities for Thomasville and sister companies Broyhill, Drexel Heritage, Henredon and Lane.
Peters, who joined Thomasville eight years ago, said last week's announcement was just the first step toward in the licensing initiative. The company didn't say when it expected any new licensing agreements might be reached, or what products they might cover.
"Expanding our licensing program helps deliver the 'Build Our Brand Power' element of Furniture Brands' strategic plan," said Ralph Scozzafava, chairman and CEO. "This increases consumer awareness for our core furniture offerings and creates an additional income stream that provides a tangible return on our brand equity."
"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," added Alex Hodges, 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."
