Trump follows initial success with Mar-a-Lago
Lexington line will turn heads, he says
Ray Allegrezza -- Furniture Today, July 29, 2008
AT THE MARKET — Lexington Home Brands’ initial two Donald Trump furniture collections have been in the market for about a year now. The third group in the Trump Home line, Mar-a-Lago, is debuting at this week’s Las Vegas Market.
In an exclusive interview, Furniture/Today Editor in Chief Ray Allegrezza spoke with Trump about how the first two collections have fared at retail, the launch of the third collection, his future plans in home furnishings, his take on the economy and more.
Furniture/Today: It has been about a year now since the initial Trump furniture was introduced to home furnishings retailers. What has the response been and has the reaction met your expectations?
Donald Trump: The reaction has been above and beyond our expectations. The incredible success we’ve experienced with the Central Park and Westchester collections prove that consumers have embraced the idea that quality product is attainable at an affordable price. Trump Home has been accepted by retailers and consumers because of its high quality and incredible value. My new collection, Mar-a-Lago, will be a great success, as well. It’s the finest furniture in its price range.
FT: Have you determined that either of the first two collections — Central Park and Westchester — have done better in certain areas of the country? If so, which areas and why?
Trump: Central Park appeals to a more metropolitan audience, and Westchester has sold well to those with stately homes. We have been pleasantly surprised to see that both groups have sold almost equally well throughout the country and around the world as well.
FT: How has the Trump name translated to the home furnishings arena (compared with your other partnerships in apparel, books, fine timepieces, etc.)?
Trump: As with my apparel, accessories, books and vodka, Trump Home was designed to provide consumers with high quality, luxurious products at an affordable price. The Trump Home collection includes furniture, rugs, lighting, accessories and home fragrance. Trump-branded products have had enormous success because we partner with the best companies that create high-quality product, share a genuine understanding and passion for the Trump brand, and are committed to translating that lifestyle to consumers. We are evaluating many opportunities to expand Trump Home as we continue to see amazing success in this category. The growth in product offerings will provide consumers with more opportunities to own the Trump brand and integrate it into multiple aspects of their lives.
FT: When we spoke last year, you indicated some of the Trump furniture might find a home at some of your properties. Has that happened, and if so, at which properties?
Trump: We’ve partnered in some real estate projects in California and we’re currently working on several hotel projects.
FT: Clearly, the ongoing sluggish economy has taken a toll on retail, including home furnishings. Has this had an impact on your target consumer?
Trump: The economy has had an impact on everyone. We are pleased with the sales we’ve had. We are definitely providing new and fresh looks for the retailers, which in turn is helping them compete in this challenging economy. We have amazing products at a terrific value, and that’s an equation that everyone understands and appreciates.
FT: What are your expectations for the new Mar-a-Lago launch?
Trump: The Mar-a-Lago launch will be fantastic. It is an opulent and grand collection. I know retailers and consumers will be amazed that we can provide this level of style and quality for an unbelievable value. The collection makes a statement, and it fills a style niche that is missing on many retail floors. It’s going to be a huge success.
FT: How involved were you in selecting the five retailers that won your recent Trump Home National Retail Display Contest?
Trump: I reviewed the entries and I was very impressed by the caliber of what was submitted. I was pleased with the winning displays. They were just incredible.
FT: Do you and your team have new collections on the drawing board and if so, when might they be introduced?
Trump: We are always thinking ahead to new ideas and the next vision. We anticipate a wonderful future and many more collections.
FT: Since we are in Vegas, what’s your bet for the overall tone of the market — and for business for the remainder of the year?
Trump: The economic news is definitely not on a positive trend. But I’ve made an incredibly lucrative career out of beating the odds.
Talkback
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This line has style, pizazz, ans the most comfortable cushions I have ever see.
- 2008-07-29 12:52:11
