• Thomas Russell

Fine Furniture Design to launch licensed collection with Veranda magazine

Veranda by Fine Furniture Design to debut in October 2017

HIGH POINT – Luxury case goods and upholstery resource Fine Furniture Design has announce a new licensing partnership with Veranda, a Hearst shelter magazine that appeals to affluent consumers with its upper end lifestyle emphasis on architecture, design and décor.

At the October High Point Market, Veranda by Fine Furniture Design will debut with 53 pieces, including 40 wood pieces and 13 upholstered items that span three lifestyle looks that can be merchandised together.

Made with oak solids and veneers as well as Radiata pine solids and veneers and featuring water based finishes the company has recently developed for its case goods line, the collection includes 13 bedroom pieces, 10 dining room pieces and 17 occasional items. Items also feature mixed media elements that include metal, glass and jewelry inspired hardware.

The bedroom category feature two wood-framed upholstered beds that retail from $2,199 to $2,399 and three dining tables that fall within similar price points. Officials said this pricing falls within typical Fine Furniture Design price points.

There are three sofas, nine occasional chairs and one sectional.

The two companies have been working on the collection for at least the past nine months, collaborating on styles and pieces that fit a design aesthetic that Fine Furniture officials described as traditional in nature, with casual finishes.

Veranda has an estimated 500,000 subscribers and more than 660,000 Instagram followers and 1.6 million Facebook likes. Subscribers have a median net worth of $1.3 million, median income of $182,000 and a median home value $580,000.

“Veranda is a champion of beauty in every form, and with this new furniture collection, beautiful design is at the heart of every piece: timeless details, unique finishes and sublime craftsmanship come together to create elegant pieces with enduring style,” said Clinton Smith, editor-in-chief of Veranda, in a statement.

“Veranda is the perfect lifestyle partners,” Fine Furniture President Eric Graham told company reps in a July 7 memo. “It appeals to the most affluent consumers who are naturally drawn to home furnishings. Through our partnership with Veranda, we will gain access to consumers whose lifestyles and aesthetic tastes dovetail perfectly with the new collection, as well as tap into its broad social media outreach.”

“Veranda has done a masterful job inspiring its readers over the years,” Graham added in a statement. “While visiting retailers across the U.S., I have seen consumers come into retail stores with pages from the magazine looking for home furnishings to create similar spaces in their own homes time and time again. This partnership is right on target for us because we are focused on being relevant to the consumer and staying current with trends, lifestyles, function and scale.”

“This collection embodies the brand values Veranda readers have come to expect," said Steve Ross, Hearst Magazines’ global chief licensing director and head of brand development. “Now, thanks to our long-term partnership with Fine Furniture Design, this sophisticated expression of interior design has migrated beyond the pages of the magazine.”

The partnership with Veranda is Fine Furniture Design’s third licensing initiative. It also has licenses with the North Carolina Biltmore Estate and Bogart.

Thomas RussellThomas Russell | Associate Editor, Furniture Today

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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