• Susan Dickenson

Donny Osmond, on the Donny Osmond Home Collection

DOH home decor brand debuts this month in Atlanta and Las Vegas

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 OsmondDonny 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.

Susan DickensonSusan Dickenson | Editor in Chief

Susan Dickenson is the editor in chief of Home Accents Today, where she has spent more than a decade covering trending topics, best practices and news items pertaining to the manufacturing, retail and interior design segments of the home furnishings industry. A graduate of UNC, Dickenson spent 15 years in the Washington, D.C., area, writing and researching in both the public and private sector. After relocating to her native North Carolina in 2003, she freelanced as a writer of general interest, business, garden and home items for local and national publications before joining Home Accents Today in 2006 as retail editor.

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AmericasMart ICON Honorees


Excellence and superior achievement in the home and gift industry were recognized in July at AmericasMart's eighth annual ICON Honors. Enjoy these video stories celebrating the 2017 award recipients: Spicher and Company, Bloomingville, Wolf Gourmet, Her Majesty's English Tea Room, Kurt S. Adler, Inc., and Chris Rosse, Rosse and Associates.  See the videos! See the videos!