This furniture market sports own unique 'branding'
By J.D. Walker
Staff Writer, The Courier-Tribune
HIGH POINT - The word at this year's International Home Furnishing
Market is "branding."
Throughout the market, major manufacturers are allying themselves with big names - Klaussner Furniture Industries with wildlife artist Dick Idol; Century Furniture with fashion designer Oscar de la Renta; Boyd Furniture with television star Kevin Sorbo, and many more.
"We have seen licensing heating up in home furnishings over the past few years, but the level of activity has really exploded this fall," said Jackie Hirschhaut, vice president at the American Furniture Manufacturers Association. "We've never before seen such a wealth of activity and with such well-known names at a single market."
Branding or licensing happens when someone with a strong identity sells his or her name to a product. More than an endorsement, branding seeks to bring a ready-made image to the product. That image could be one of nostalgia as when Vaughan-Bassett launched its Elvis Presley line of upholstered furniture this spring. The Presley line includes reproductions of pieces from the King's Graceland home in Tennessee.
It can apply to a historic era. Madison Square is capitalizing on the historic appeal of Thomas Jefferson's Monticello. The specialty, occasional, casual and formal dining pieces in the line are reproductions and adaptations of pieces at Jefferson's home place.
Branding can also involve a horizontal move from the world of fashion as when Oscar de la Renta partnered this year with Century Furniture. De la Renta worked as a young fashion designer for the House of Lavin in Paris and for Elizabeth Arden in New York. In 1965, he launched his own line of ready-to-wear and soon developed a personal reputation as designer to royalty, First Ladies and Hollywood celebrities.
It is that reputation for fashion that he hopes to bring to three collections of furniture with Century.
Sometimes the "brandee" is actively involved in the development of the furniture line. Kevin Sorbo and his wife Sam designed the furniture for the Sorbo French Country collection. Sorbo, who studied architecture in college before changing his major to theater, also spend three years in Europe where he derives much of the inspiration for his designs. Bill Carpenter, senior vice president of sales for Boyd Furniture Co., said he speaks with the actor every week or two about some aspect of the furniture line or production. "But I talk to his wife everyday," he said.
De la Renta admitted at a social hosted by Century Wednesday evening that he is "a control freak" when it comes to his furniture collection. "We were here until 3 a.m. Wednesday morning setting up the tables and such," he said. "Even when I went back to the hotel room, I couldn't sleep. I was worrying about the place settings and whether a napkin was tied to a bottle just right."
In other cases, manufacturers don't have to contend with input from the individual whose name they license. Thomasville Furniture introduced a line of Bogart dining room, bedroom, upholstered furniture and accessories this fall. Obviously, Humphrey Bogart is long gone from the Hollywood scene. That leaves the company to try to capture the spirit of the actor with inspiration from the trends in Bogart's heyday (1940-50 Hollywood) and with input from his family.
Watch for the trend toward licensing to increase in the near future, say furniture experts. Existing lines will continue to expand offerings for successful licensees. For example, Dick Idol began his association with Asheboro-based KFI in 2001 with several collections of upholstered furniture. Other companies handle accessories like lamps, art, throws and home accessories.
As his KFI line continues to grow, Idol already has plans to add dinnerware, bed and bath lines, outdoor furniture, apparel and more.
Branding is seen as a marketing advantage that gives American companies an edge over the tough competition from Asia.
"With furniture production continuing to shift offshore and production capabilities becoming more equal, a licensing tie-in remains a certain way to differentiate one's product," Bob Skotnicki, president of Global Licensing and Trademarks, said in a press release.