Marc Barnes
AT THE MARKET — Home furnishings lines tied closely to designers and celebrities continue to grow here.


The theory — a well-accepted one by now — is that consumers will want merchandise that is identified with names they know and admire.

A good example of the celebrity tie-in is in the Laura Ashley at Kincaid showroom, where the walls are painted in Laura Ashley paints and covered in Laura Ashley wallpapers. Laura Ashley dinnerware and glassware are displayed on the new Cheshire line of bedroom, dining room and occasional pieces.

Todd Hady, vice president of sales and marketing, said Kincaid is approached about once a month by someone who wants the company to put out another licensed collection. But the company continues to focus on Laura Ashley, he said.

“Why go with something new, instead of expanding the one we have?” said Hady.

The new Cheshire case goods and occasional line in the Laura Ashley collection this market comes in solid alder with a clear cherry finish. It’s scaled smaller and with more delicate lines than its predecessor collections, Camberly and Keswick.

“We go once a year to the (Laura Ashley) licensee convention and there are about 22 to 25 licensees,” Hady said. “It’s everything from children’s clothing to dinnerware to sunglasses to jewelry. As it continues to grow, it helps all of us in that the brand is becoming more recognizable.”

For Bernhardt, associating its line with Martha Stewart has been a good thing. Heather Bloom, director of brand development, said the new Stewart group this market, Katonah, is inspired by Stewart’s 1920s-era home in upstate New York.

It’s the third Martha Stewart Signature collection in the three years that Bernhardt has been involved with the decorating and entertaining maven. The others also are tied to Stewart’s various residences, Lily Ponds to her home in the Hamptons and Skylands to her home in Maine.

Katonah is a refreshed traditional updated with color and Asian influences, similar to pieces she has collected in her travels. In keeping with the 1925 farmhouse theme, the pieces have practicality built in — drawer liners, for instance, can be removed, cleaned and replaced.

Bloom said that from a branding standpoint, Martha is everywhere.

“She is ubiquitous in print, in broadcast, in publishing and in books,” Bloom said. “She can cross-promote in print ads, in the magazine and on her TV shows. She has more exposure to the mainstream audience, more than any furniture brand.”

Bloom added that the brand became even stronger after Stewart’s prison sentence.

“She has maintained her innocence throughout and she really resonates with the consumer,” she said. “She handled the situation graciously, didn’t complain or whine or try to get out of it. And people admire that. They love to see people come back.

“Those who love her love her more. Those who like her now love her and those who didn’t like her before now respect her.”

Another famous-name line adding product this market is Century’s Oscar de la Renta collection, with 13 new pieces. Ed Tashjian, vice president of marketing for Century, admits the market for the high-end line is limited — it’s targeted mainly to interior designers, working for clients who know they want de la Renta and can afford the investment.

“This man has spent the last 40 years of a well-lived life collecting furniture,” said Tashjian. “He is one of the few Americans who has exquisite taste and the resources to acquire the things that he loves.”

One example is an 84-inch-round table, with chairs covered in Scottish wool. The set retails at $42,900. A bed runs north of $50,000.

“Within this niche, we have done extraordinarily well,” said Tashijian. “But a niche for tables like this does not shop at Wal Mart.”

Some companies are new to licensing this market. Holly Blalock, marketing director of C.R. Laine, said the Jessica McClintock Home Collection is the company’s first licensing partner. The traditional styling that the furniture company and the fabric designer share was a natural fit.

“Jessica McClintock gave us a story to tell and it was the right story,” said Blalock.

This market, Jessica McClintock Home is introducing nine fabrics and five trims. Blalock said the collection has gotten play in the media, which has driven more visitors to the company’s Web site and more retailers to the showroom.

“There is a following out there as far as licensing celebrities go,” said Blalock. “This is someone who mimics the kind of demographics that you want.”

One celebrity with staying power is golf great Arnold Palmer, who has had a furniture line with Lexington Home Brands for a decade.

“He has been one of the biggest hits in the marketplace,” said Jim Burke, Lexington senior vice president of sales.

Part of the appeal is the furniture, which has influences from antiques that Palmer and his wife have collected over the years. But the biggest appeal may well be the approachability of Palmer himself, which translates well to a furniture line.

The newest Palmer line is Palm Canyon, which has a traditional European look that lends itself both to an eclectic mix or to matching the pieces.

“It’s a relaxed, traditional, approachable lifestyle, a country club atmosphere,” said Burke.

He added that with several licenses in addition to Palmer, Lexington has flexibility. If the consumer demands a modern classic look, a new introduction may come from Nautica. If tastes run more to traditional, a collection can be from the company’s Palmer Home or Bob Timberlake lines. Sophisticated casual? Tommy Bahama. A rugged outdoor look? Woolrich. Modern elegance? Liz Claiborne.

“As consumer tastes change, we can adapt to that,” said Burke.Big names continue to expand presence
Marc Barnes — Furniture Today, 10/20/2013 9:44:00 AM
Consumers want merchandise identified with names they know and admire

AT THE MARKET — Home furnishings lines tied closely to designers and celebrities continue to grow here.

The theory — a well-accepted one by now — is that consumers will want merchandise that is identified with names they know and admire.

A good example of the celebrity tie-in is in the Laura Ashley at Kincaid showroom, where the walls are painted in Laura Ashley paints and covered in Laura Ashley wallpapers. Laura Ashley dinnerware and glassware are displayed on the new Cheshire line of bedroom, dining room and occasional pieces.

Todd Hady, vice president of sales and marketing, said Kincaid is approached about once a month by someone who wants the company to put out another licensed collection. But the company continues to focus on Laura Ashley, he said.

“Why go with something new, instead of expanding the one we have?” said Hady.

The new Cheshire case goods and occasional line in the Laura Ashley collection this market comes in solid alder with a clear cherry finish. It’s scaled smaller and with more delicate lines than its predecessor collections, Camberly and Keswick.

“We go once a year to the (Laura Ashley) licensee convention and there are about 22 to 25 licensees,” Hady said. “It’s everything from children’s clothing to dinnerware to sunglasses to jewelry. As it continues to grow, it helps all of us in that the brand is becoming more recognizable.”

For Bernhardt, associating its line with Martha Stewart has been a good thing. Heather Bloom, director of brand development, said the new Stewart group this market, Katonah, is inspired by Stewart’s 1920s-era home in upstate New York.

It’s the third Martha Stewart Signature collection in the three years that Bernhardt has been involved with the decorating and entertaining maven. The others also are tied to Stewart’s various residences, Lily Ponds to her home in the Hamptons and Skylands to her home in Maine.

Katonah is a refreshed traditional updated with color and Asian influences, similar to pieces she has collected in her travels. In keeping with the 1925 farmhouse theme, the pieces have practicality built in — drawer liners, for instance, can be removed, cleaned and replaced.

Bloom said that from a branding standpoint, Martha is everywhere.

“She is ubiquitous in print, in broadcast, in publishing and in books,” Bloom said. “She can cross-promote in print ads, in the magazine and on her TV shows. She has more exposure to the mainstream audience, more than any furniture brand.”

Bloom added that the brand became even stronger after Stewart’s prison sentence.

“She has maintained her innocence throughout and she really resonates with the consumer,” she said. “She handled the situation graciously, didn’t complain or whine or try to get out of it. And people admire that. They love to see people come back.

“Those who love her love her more. Those who like her now love her and those who didn’t like her before now respect her.”

Another famous-name line adding product this market is Century’s Oscar de la Renta collection, with 13 new pieces. Ed Tashjian, vice president of marketing for Century, admits the market for the high-end line is limited — it’s targeted mainly to interior designers, working for clients who know they want de la Renta and can afford the investment.

“This man has spent the last 40 years of a well-lived life collecting furniture,” said Tashjian. “He is one of the few Americans who has exquisite taste and the resources to acquire the things that he loves.”

One example is an 84-inch-round table, with chairs covered in Scottish wool. The set retails at $42,900. A bed runs north of $50,000.

“Within this niche, we have done extraordinarily well,” said Tashijian. “But a niche for tables like this does not shop at Wal Mart.”

Some companies are new to licensing this market. Holly Blalock, marketing director of C.R. Laine, said the Jessica McClintock Home Collection is the company’s first licensing partner. The traditional styling that the furniture company and the fabric designer share was a natural fit.

“Jessica McClintock gave us a story to tell and it was the right story,” said Blalock.

This market, Jessica McClintock Home is introducing nine fabrics and five trims. Blalock said the collection has gotten play in the media, which has driven more visitors to the company’s Web site and more retailers to the showroom.

“There is a following out there as far as licensing celebrities go,” said Blalock. “This is someone who mimics the kind of demographics that you want.”

One celebrity with staying power is golf great Arnold Palmer, who has had a furniture line with Lexington Home Brands for a decade.

“He has been one of the biggest hits in the marketplace,” said Jim Burke, Lexington senior vice president of sales.

Part of the appeal is the furniture, which has influences from antiques that Palmer and his wife have collected over the years. But the biggest appeal may well be the approachability of Palmer himself, which translates well to a furniture line.

The newest Palmer line is Palm Canyon, which has a traditional European look that lends itself both to an eclectic mix or to matching the pieces.

“It’s a relaxed, traditional, approachable lifestyle, a country club atmosphere,” said Burke.

He added that with several licenses in addition to Palmer, Lexington has flexibility. If the consumer demands a modern classic look, a new introduction may come from Nautica. If tastes run more to traditional, a collection can be from the company’s Palmer Home or Bob Timberlake lines. Sophisticated casual? Tommy Bahama. A rugged outdoor look? Woolrich. Modern elegance? Liz Claiborne.

“As consumer tastes change, we can adapt to that,” said Burke.