The Donald was ready to dance with Lexington
Lexington unveils two collections under Trump Home brand
By Furniture Today Staff -- Furniture Today, March 28, 2007
Entrepreneur and TV star Donald Trump, right, speaks with Furniture|Today’s Ray Allegrezza about the new Trump Home furniture line at Lexington Home Brands. For a video of the interview, click here. The file is large so give it a minute or so to download.
HIGH POINT — With victories in arenas ranging from real estate to reality television, Donald Trump has successfully attached his name to a host of consumer goods, including apparel, bottled water, books, vodka, rugs and fine timepieces.
Now he has set his sights on furniture. During this week’s High Point Market, Lexington Home Brands is unveiling two collections under the Trump Home brand.
To shed some light on his first foray into furniture, Trump answered some questions from Ray Allegrezza, Furniture|Today’s editor-in-chief. Ray also did a followup video interview with Trump. Click here to see it.
Did Lexington approach you or was it the other way around? How did the agreement come to be?
"Several companies approached us and we decided to partner with Lexington Home Brands. I’ve spent 30 years building the Trump name into one of the most recognized brands in the world. Soon after the launching of my first retail branded product, the Trump name ranked among the top five ‘human brands’ in apparel. That led me to explore other licensing opportunities.
"The home is a natural progression for the Trump brand because I have been so successful with real estate developments all around the world, as well as the restoration of some beautiful historic properties. When I determined that we would develop a Trump Home brand, there were only a few companies in the furniture industry that I felt could live up to the Trump level of craftsmanship and quality. Lexington Home Brands is the perfect partner for this collection of furniture because the company has a long history of providing unbelievably beautiful furniture to an upscale consumer.
"We’ve spent about a year crafting the Trump Home line into the exquisite furniture you’ll see at this High Point Market."
Obviously, both The Trump Organization and Lexington Home Brands think this collection makes sense (and hopefully lots and lots of dollars). Why?
"This collection is filling a void by providing affordable luxury to an aspirational consumer. Both the Trump brand and the Lexington Home Brands name convey success and quality to consumers, giving them confidence in the furniture itself. There’s a growing segment of the population that believes looking good and making a good impression are both integral parts of success. People want to be surrounded by the lifestyle they aspire to. Trump Home will be that inspiration for many people. People want to feel that they have achieved success and status. This collection allows consumers to live richly without spending a fortune."
With all of your other products — including men’s suits, leather goods, travel, books, fragrances and golf clubs — why furniture?
"I believe it’s a natural progression from my successful properties around the world. I have lived in and visited some of the most amazing and exclusive homes and I have been very involved in the selection of furnishings for Trump National Golf Clubs, Trump Tower, Mar-a-Lago and many other internationally known properties. I also know that there are many consumers out there who are looking for that luxury and status that Trump is known for and that my other licensed products represent. Now they can have the same upscale look and world-class quality in their homes with the Trump Home collection."
What can you tell us about the line?
"There are two collections under the Trump Home brand. Both of them offer stunning furniture designs for the bedroom, dining, home entertainment, home office, as well as occasional items that can work in any room.
"Westchester is the more upscale of the two and is inspired by some of the mansions and historic properties I’ve owned. That group has an English manor style to it, with burled woods, brocades and an estate feel.
"The Central Park collection is more of a metropolitan modern look. That group has a clean contemporary style that would fit with any of my penthouse apartments. The furniture has walnut and rosewood finishes and an elegant clean look.
"The entire Trump Home collection is going to be hugely successful because of the luxury looks that can be created for such an affordable price. They are beautiful!"
In terms of consumer segments, who is the target audience for the furniture?
"Trump Home is aimed at men and women, ages 25 to 50. It’s designed for a consumer that wants a luxury lifestyle with a touch of flair at an affordable price."
Is it likely that any of the new Trump furniture will find a home with Trump properties?
"Absolutely! We have ideas that we will explore with Lexington Home Brands as we move forward. There are obviously many areas where joint projects make a lot of sense."
Does the furniture launch indicate interest in adding related home furnishing categories down the line?
"We’ve already signed several more licensing agreements for Trump Home. Miresco Decorative Rugs is introducing a line of Trump branded floor fashion at the High Point Market. Elk Lighting will showcase a beautiful line of lighting at the June lighting show in Dallas. Room decor and accessories will also launch at the October gift market in Atlanta. We plan to explore other home categories that we think will be a good fit with the Trump Home brand name."
What is your perception of the home furnishings industry (compared to say, consumer electronics or the automotive industry)?
"The home furnishings industry has had its ups and downs, like a lot of other industries. I wouldn’t be investing in it now, however, if I didn’t think Trump Home was a fantastic idea that has a strong future ahead of it. Unlike your examples of consumer electronics or the auto industry, the furniture industry has sometimes missed the opportunity to create that ‘want’ in a consumer’s mind for a product. That is where I think Trump Home can be different. With its strong offering of affordable luxury and great quality, this is a furniture line that consumers are definitely going to want."
