Juvenile specialist Stork Craft signs licensing deal with Furniture Brands

Tanya K. Merritte -- Furniture Today, March 5, 2013

RICHMOND, British Columbia — Juvenile manufacturer Stork Craft has signed a licensing deal to produce and market infant and youth furniture for the Broyhill, Lane, Thomasville and Drexel Heritage brands, all companies under the umbrella of Furniture Brands International.

Stork Craft is planning to show the entire collection at the October ABC Expo in Las Vegas, with the line going to retail in the third quarter.

Kelly Ng, director of business development with Stork Craft, said the collections would contain cribs, which the manufacturer is known for. Ng said planning is in the early stages, but the various collections could also possibly include toddler and youth beds, bunk beds, changing tables, dressers and accessories.

A line of gliders will also be produced under license using the Lane name.

Initial plans call for collections to be offered in various price points that will span multiple distribution channels. "Some cribs will be in big box stores as well as online," Ng said, explaining that the online market is one channel that the Stork Craft is trying to stay on top of.

Cheri Pfneisel, director of marketing — licensing for Furniture Brands, said the FBI brands will not be selling the youth line through their company stores or sales representatives. The initial introduction will be focused on Stork Craft's current retailers and distribution channels. While the collections will carry a brand name, Pfneisel said the logos will be designed to specify that the youth collection is a separate line made and marketed under license by Stork Craft.

"The youth line is going to be its own brand," she said.

"Stork Craft is a recognized leader in the kid's furnishings industry and we are excited have them as a new licensing partner," said Mark Wiltshire, FBI's president of special markets. "They have a proven track record of high quality products, strong customer service and a commitment to successfully develop each kids furnishings collection to reflect the positioning and heritage of each of our brands."

Dwight Ifland, vice president of sales and marketing for Stork Craft, said he was looking forward to introducing the new line to retailers and consumers.

"We are extremely excited about this strategic licensing partnership as it allows us to bring universally recognized and trusted brand names to today's consumers as well as both new and existing retail customers in the juvenile and kids furniture industry," Ifland said. "The collaborative efforts between Furniture Brands International and Stork Craft will bring to the market high quality, on-trend, safe and durable kids furnishings under the umbrella of world-class brands and be made available to new and growing families through retailers nationwide."