Donny Osmond, on the Donny Osmond Home Collection
Susan Dickenson -- Home Accents Today, January 17, 2014
The Donny Osmond Home Collection by Donny and Debbie Osmond made its official debut at Americasmart Atlanta last week. Donny and Debbie Osmond were both on hand for the launch, and a meet-and-greet is scheduled for Jan. 28 at World Market Center Las Vegas.
Donny and Debbie Osmond greeted retailers during the launch of the Donny Osmond Home Collection in Atlanta this month. Click on the photo to see more images from the event.
The family-friendly home decor collection blends transitional styling with eclectic accents in neutral tones popped with color. Offered in the moderate price-point range, the collection initially includes home décor, accent furniture, lighting, rugs, bedding, permanent botanicals, home fragrance, wall décor and home improvement products.
Current licensees include A & B Home, Bougainvillea, Anji Mountain, Lamp Works, Arte House, Deco-Breeze, Pearl Mantels, Achim Imports, Ellison First Asia, Copper Creek, KAS Rugs and The Willowbrook Company.
Coinciding with Donny Osmond's 50th year as an entertainer, the brand's tagline, "Making home and family number one," reflects the couple's devotion to their family and lifestyle, which has included raising five sons and, now, grandparenting six grandchildren.
A "home-as-haven" design story incorporates the nostalgia, emotions, memories and textures of Osmond's home and family life, positioning the brand around four themes: Ageless, Timeless, Charming and Endearing.
Home Accents Today caught up with Donny Osmond in December in Greensboro, N.C., during one of the tour stops for the 15-city Donny and Marie Christmas Show. Prior to going on stage, he spoke with us about the DOH Collection, a project he said he and Debbie have been conceptualizing for years, one they've been enjoying, and now are excited about bringing to market, together.
How excited are you two about seeing your finished products finally showcased together in one place? We can't wait. It's like a kid in a candy store at this point. We're a little nervous because it will be the first time we're actually seeing and touching these things. We've looked at them, made decisions, some of them we've actually held, but it will be the first time we're seeing everything together in one cohesive package. It's going to be fun for us.
Are you enjoying this new business direction? I'm not going to lie and say it's been a piece of cake. When you start a new business, there are always growing pains. Whether you're launching a company or launching a new show, you're taking a leap. You don't just show up and do a show - it's a year in the making at least. This (the DOH Collection) has been about three years in the making. Maybe a little bit more. Debbie and I have talked about it for a long, long time. We are getting closer to being empty nesters, and this is something we could do together for the rest of our lives. I like to say, "We've been married 35, going on 36 years, and she's finally going to be my partner."
How involved are each of you? I lean toward Debbie for the inspiration, but it's a partnership. We're constantly communicating, looking at things, agreeing, disagreeing ... if not in person, then electronically through email, Dropbox. I always acquiesce to her taste because she's got it - I'll do the singing, she'll do the designing, but it's definitely a partnership. And not just between Debbie and myself, but with our brand management team, the design team, the manufacturing partners ... We're all working congruently to come up with the right thing.
I have to ask: Purple has been your "signature" color since you were a kid. Are you going to have purple as a color theme? There will be some things, but it's not going to be a dominant color. Debbie and I like neutrals - a very clean look, very light, comfortable. We're keeping the base colors neutral in the collection - let people use their individual tastes to personalize and accent with colors and patterns they like. I think a lot of people make mistakes by having tunnel vision. You've got to look at what's going on with the trends ... we know that honeycomb has come in, for example, and purple is going to be big.
Did you know a purple hue is the Pantone color of the year for 2014? Yes! My timing is impeccable, isn't it!? I knew that was going to happen! So you've got to see what's going on. I've been doing this kind of thing for 50 years now, and I've learned you can't just put out an album and say "I don't care what's going on in the marketplace." And to a certain extent you have to add your own stamp: "This is me." But you can't just put out a polka record and assume everybody is going to love it.
I've interviewed a lot of designers who talk about how much they do just that - record and photograph things they see and get inspired by in not just the marketplace, but their everyday lives. Are you finding yourself doing more of that now? We are - it happens all the time! Debbie and I were in London in June, walking down Regent Street, and we walked past this lighting store where one lamp caught both our eyes at the same time. We stopped, took a picture, I drop it in my "lighting" folder, it goes to our design team and our manufacturing partner. Then we discuss, they send us their thoughts and concepts... it's just a great communication deal we've set up.
You credit Debbie for making your home a wonderful retreat to come home to after touring and traveling. What is your favorite place in your home? I think my favorite place is our sectional sofa, in our family room. Like our collection, it's very neutral, very light, accented with colorful pillows. The grandkids and kids come over and sit right next to each other and it's not like, "This is my space and that's your space." And our family room is pretty much in the same area as the kitchen, so it's really like one big room. We try to limit the amount of eating in the family room, but the carpet is such that if something spills, it can be cleaned, and we can unzip the sofa covers and wash them.
So you've really lived what you're trying to bring to market here? That's what our home is. Yes.
Music has always played a big role in your life, technology is important to you. Is this, home entertainment, for example, going to play into any of your designs? We'll get into it eventually. I don't want to grow too fast. You look at successful people, they're very methodical, very careful, and there's a learning curve to everything. We aren't trying to be the answer to every question. We'll get there.
One thing I noticed on the DOH Collection website is an editorial component - The Power of Moms bloggers. What can you tell me about that? That was Debbie's idea. You can't just throw product up on the website and say "What now?" A lot of people ask me about how I spend time with my children and grandchildren. These blog entries discuss activities, recipes, fun things to do - makes it more interactive. What are you doing with your toddler, your teenagers, your environment, to make your house a home? Maybe it will keep our visitors browsing the website longer... or keep them coming back to look for fresh content.
You, Debbie and your family, the Osmonds - you all really do exemplify the word "family" for a lot of people. I think you and Debbie are going to be successful with this. I hope you're right. I really do. Because we're not doing this nonchalantly; we're jumping in, full force. The thing is, the brand message is, "Making home and family number one." And it's not like we're creating an image here, it's organic. That's what we are. And everybody knows it - we're all about family.
Author's note: Images from the Americasmart Atlanta showroom launch, which took place the week of January 6, 2014, may be viewed here.
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