• Thomas Russell

Pulaski Furniture to offer line with country star Eric Church

Highway to Home collections to debut in October

Eric ChurchCountry music star Eric Church has signed a licensing partnership with Pulaski Furniture, Highway to Home, which will be launched in October.
HIGH POINT — Pulaski Furniture has announced a licensing partnership with Eric Church, one of the biggest names in today’s country music scene and someone Pulaksi said will appeal to its target audience of younger consumers.

The company plans to launch Highway to Home in October with four collections that each offer between 35 and 40 SKUs of bedroom, dining room occasional and upholstery. They’ll be in a variety of styles, from rustic western-inspired looks to traditional forms with cottage and Southern influences, to contemporary and urban industrial.

These designs are meant to reflect the life experiences of Church as he travels from venue to venue.

“Highway to Home is about the journey home — the ultimate destination,” said Page Wilson, Pulaski president. “This is not necessarily about Eric’s songs or performances, but instead focused on the adventures and experiences of a traveling musician through the eyes of a creative writer as he travels the world from show to show and home again.”

Church, a North Carolina native, began performing music at age 13. He is the son of Ken Church, a longtime industry executive who was president Clayton Marcus, LADD Upholstery Group and Southern Furniture. Eric Church, 37, worked in his father’s upholstery plants in his formative years.

His first album, “Sinners Like Me” came out in 2006. He is a seven-time Grammy nominee and has sold more than 4.5 million albums.

Church won the Country Music Assn. and Academy of Country Music Album of the Year awards for his 2011 album “Chief,” which Rolling Stone Magazine also selected as its top album of the year.

“He is a fabulous writer, a fabulous musician and a fabulous performer,” said George Revington, CEO of Home Meridian, the parent company of Pulaski Furniture. “He puts on a fabulous show and he is incredibly charismatic. It is like a conglomerate.… He is really good at a lot of different things. It is no accident he is so successful.”

About 65% of Church’s fan base is made up of women 18-35. Pulaski sees this age group as an audience for its furniture as well. But officials also expect the collection to reach a broader mix of consumers.

Specific pricing was not available, but officials said the line will fall in its middle price points.

Eric Church said in a statement, “Highway to Home is a natural extension of my family heritage. Staying connected with my roots has always been important to me … my history and connection runs deep in this business.

“This is more about a lifestyle, shared experiences and memories than it is about wood, fabric and springs,” he added. “It is truly about the experiences that make up our lives and building our home around those experiences and memories.”

Don Mitchell, a former Pulaski executive who is working for the company as a consultant, has known Ken Church for years and approached him just over a year ago with the idea of a partnership.

Ken Church said he is pleased to be working with an organization like Home Meridian.

“The reason I was so sold on this organization is that they have figured out how to do more with less. “We felt like we have teamed up with the best.”

Eric Church will designate a portion of the proceeds from sales of the collection to be donated to the Juvenile Diabetes Research Foundation through his Chief Cares foundations.

Thomas RussellThomas Russell | Associate Editor, Furniture Today
trussell@furnituretoday.com

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

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