Michael J. Knell — Furniture Today,
AJAX, Ontario — Mega Group, Canada’s largest home

furnishings buying and marketing organization, and Phoenix AMD International have entered a joint venture to co-brand a furniture protection and extended warranty program. 

Dimensions by Excelsior will cover the four major product categories at Mega member stores: furniture, bedding, appliances and electronics.

 “In this era of rapidly falling retail prices coupled with escalating costs of operations, retailers need to capitalize on existing consumers to generate added profit dollars while providing added value to the consumer,” said Albert Marrache, president of Phoenix AMD International.

Michael Graydon, Mega’s president and CEO, said the joint program offers his members competitive advantages and should help them increase profits.

“It will build on and strengthen our existing partnership with Phoenix while allowing our retail members to build on and leverage a brand that we own,” he said.

Dimensions by Excelsior will include DuPont Teflon fabric protection; leather care and wood products; a collection of mattress pads with stain warranties; and extended service plans for appliances and consumer electronics.

The program is based on a successful model developed for Countywide and Multi Meubles, Mega Group’s two best-known retail systems.

“The real competitive difference is the training and support Phoenix will provide Mega Group members,” said Marrache. The training is augmented by an array of selling tools and point-of-sale materials.