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Hotel Maison to add new lower-priced Chic Boutique line

Gary Evans -- Furniture Today, January 19, 2012

MILTON, Mass. — High-end furniture importer Hotel Maison is expanding its line with a new opening price point collection called Chic Boutique, which the company says will appeal to a broader demographic and will be attractive to online and catalog retailers.

"Two years ago when we first created Hotel Maison, we set out to offer designer product at affordable product. While we are extremely proud of the line, we were missing a hipper clientele that seeks the Hotel Maison aesthetic," said Kim Salmela, the company's president and chief creative officer.

The company said it will access new sourcing focused on more mid-level price points. Officials said they are seeking a partner that can grow with the company as it expands beyond bricks and mortar channels as well as internationally.

"The world has changed and the furniture business needs to change with it," said Judy George, a principal in the company. "They are using social media to inform their purchasing decisions. As such, we are moving in new directions with new sourcing, new distribution strategies and an aggressive social media marketing push."

The company said it also has completed two licensing deals announced earlier, one with Divatex for top-of-bed and bath products and the other with Hicksville, N.Y.-based retailer Sleepy's and an unnamed mattress manufacturer for a bedding line.

The new Hotel Maison and Chic Boutique mattress and furniture collections will initially be sold at Sleepy's stores and through Hotel Maison and Chic Boutique online, and eventually through retailers nationwide, the company said.

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