Carole Sloan — Furniture Today,
\nThe cover of Ethan Allen\u00e2\u20ac\u2122s new catalog evokes the mood of summer.\u00c2\u00a0Six million copies of the book will be mailed.
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\nDANBURY, Conn.\u00c2\u00a0— Ethan Allen has launched its first nonsale catalog, a major marketing salvo in what its leader calls the upscale retailer\u00e2\u20ac\u2122s \u00e2\u20ac\u0153graduation from a furniture store to an interior design company.\u00e2\u20ac\u009d<\/p>\n
The 40-page catalog, which looks more like a chic, minimalist magazine, \u00e2\u20ac\u0153takes us and the home furnishings business to the next level,\u00e2\u20ac\u009d said Farooq Kathwari, chairman, president and CEO of the retailer-manufacturer and Top 100 store. \u00e2\u20ac\u0153It projects our total home furnishings and our design services. It\u00e2\u20ac\u2122s the first of this attitude.\u00e2\u20ac\u009d<\/p>\n
A total of 6 million copies will be mailed, in several flights throughout the summer, to existing and prospective customers.<\/p>\n
The first wave began in the third week of June, \u00e2\u20ac\u0153and we\u00e2\u20ac\u2122re happy with the early response,\u00e2\u20ac\u009d Kathwari said.<\/p>\n
A seagrass chair and ottoman set on a striped rug, offer a casual decorating touch.
\nThe idea is to drive consumers into the stores, which number nearly 300 nationwide.<\/p>\n
\u00e2\u20ac\u0153It\u00e2\u20ac\u2122s definitely not a sale brochure since we\u00e2\u20ac\u2122re on everyday low pricing,\u00e2\u20ac\u009d he said.<\/p>\n
The next catalog will be in the fall.<\/p>\n
\u00e2\u20ac\u0153The catalog reflects where we are in our marketing approach,\u00e2\u20ac\u009d Kathwari said. \u00e2\u20ac\u0153It was designed to inspire both our customers and our own people\u00e2\u20ac\u009d as the company intensifies its attention to style, quality and detail.<\/p>\n
The Zoe chair in a cowhide patterned cover is featured at $999.
\nThe summer-themed publication is short on copy, with just a style name and price given for each of the items featured.<\/p>\n
Furniture and accessories are presented as standalone pieces, not in room settings or vignettes.<\/p>\n
Between every four or so pages is a 3\u00c2\u00bd-inch by 5\u00c2\u00bd-inch tip-in card highlighting an Ethan Allen service, including its in-store designers, custom details and options, and its e-mail newsletter, Inside Style.<\/p>\n
Distribution is being done on a regional metro basis, with area stores identified on the outside back cover by address and phone number.<\/p>\n
The catalog, on high-quality stock with sophisticated photography, was done completely in house, from styling to photography to graphics, Kathwari said.<\/p>\n","protected":false},"excerpt":{"rendered":"
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