Mod Mom Furniture founder teams with Young America
-- Furniture Today, February 19, 2014
Hathcock will serve as a spokesperson for the juvenile furniture brand - online on the company's website and via its social media channels, as well as in person during trade show and in-store appearances.
"What we are hoping to do by having Kiersten on the team, representing the brand in a lot of different ways to the public, is to reach our consumer in the way that she wants to be communicated with today," said David Petersen, vice president of marketing at Stanley Furniture, Young America's parent company. "She will be communicating in a very hands-on way through social media and personal appearances, which I think will help her be a great authority to customers on our products."
She also will work with Young America to create a Mod Mom branded furniture line, which is still in the early stages of development and is expected to be out late this year.
"We have in the range of possibilities the opportunity to co-brand a range of products with Mod Mom - that's something we're considering going forward," said Petersen.
Hathcock has a background in marketing, having worked in the marketing department at A&E and The History Channel. After leaving that role in 2003 to spend more time with her children, she taught herself to build furniture after she was unable to find modern-style toy boxes, and Mod Mom Furniture was born. In 2011, she was featured on the ABC show "Shark Tank," which offers entrepreneurs a chance to receive funding deals for their burgeoning businesses.
"We think that it's important for our brand to be represented by a contemporary of the customer," Petersen said. "She is a young, professional, ambitious, enthusiastic mom. Anybody who saw her on "Shark Tank" knows about her level of commitment to try to do it all."
Young America will look to Hathcock to put a face to its mission.
"She will be able to speak a language that makes the Young America story much more relevant to our consumer," said Petersen. "We're basically adding someone to our team who has the same passion and values that everyone else on our team has to tell the made in the USA story to consumers and turn them into customers."