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Licensed collections make strong statement during spring High Point Market

Business Update

Compiled by Jenny Heinzen York and Angela Heck -- Home Accents Today, 5/1/2009

Major home furnishings markets are a hotbed of licensing news. The April High Point Market was no exception, so Home Accents Today has compiled some of the most recent product launches from the world of licensing.

CAS adds Kathy Ireland wall decor line

Wall decor specialist CAS hosted a soft launch of its new Kathy Ireland Home Collection, including more than 100 SKUs all designed to incorporate into the eight Kathy Ireland Home Style Guides.

"We felt like this was a licensed brand that really makes sense for us," Lisa Choate, co-owner of CAS, told Home Accents Today. "They are a great companion to what we're already doing. We offer solution-oriented wall décor, which fits the Kathy Ireland theme of 'solutions.'"

Choate said the fall market cycle would represent the full-scale release, and that she is looking forward to working with the other licensing partners on product development and cross-merchandising.

"The soft introduction is a benchmark for our company," she said. "Kathy's design and marketing strategy gives many indications of what we will look like in the near future."

According to Ireland, the new license is part of her brand's move toward higher price points and better-quality goods.

"We share core values as we move our brand from promotional products to those which are better and best," Ireland said. "Kathy Ireland Home now lives at the mid-tier and above in every product category."

B. Smith visits Roma, Picture Source

B. Smith visited the High Point Market to attend events with licensees Roma and Picture Source to celebrate the launch of her new products in both lines.

The runway model, TV celebrity and restaurateur spoke about how she finds inspiration everywhere, from the color of a fashionable dress to the pattern in a ring setting. Smith pointed out that the styles in her Roma mirror collection range from Hollywood glam to subtly organic. "Really," she said, "there's something for everyone in here."

The pieces with Picture Source tended toward the abstract, and are either original or limited editions.

The locations of her restaurants in New York, Washington and the Hamptons serve as inspiration. Marina Megale, Picture Source's VP of national product design, said that the pieces "embody the energy of these places."

Shadow Mountain debuts Idol, Smoak lines

Shadow Mountain said it reached back in time to capture the feel of Dick Idol's original furniture groups with the new Montana Reflections collection that it debuted last month.

Introductions included case goods, upholstery, lighting and area rugs, among other items.

According to the company, the products will focus on elements from past Dick Idol collections that have been successful, including finishes and artistic details, drawing inspiration from original pieces in the Montana outdoorsman's rustic Mission Valley collection launched in 2001 by Klaussner as well as other later Idol pieces from its Northwood collection.

Shadow Mountain also debuted an upholstery group designed by Catherine Smoak, owner of furniture design and creative services firm Jigsaw Solutions.

"As a designer with upholstery merchandising and decorative accessory experience, Catherine is an ideal partner for Shadow Mountain," Shadow Mountain President and CEO Chad Turney said.

Michael Payne launches top-of-bed line with SIScovers

Television host and designer Michael Payne recently formed a partnership with textile manufacturer SIScovers to create a contemporary, upscale top-of-bed program.

Payne, popular original host and interior designer of HGTV's Designing for the Sexes, worked closely with SIScovers in the development of a new collection of licensed metallic top-of-bed ensembles.

"I am delighted to have a relationship with this young, vibrant, creative force in the bedding industry," Payne said. "With the current trend towards contemporary design, there is a demand for dynamic new products to satisfy the needs of consumers who want to complete their bedrooms with exciting and exceptional bedding ensembles. My partnership with SIScovers will provide stunning fabrics and unique designs that carry any contemporary bedroom well into the 21st century. We are positioning ourselves to be the leading edge of fashion-forward bedding design."

Other licensing notes:
  • New licensed Colonial Williamsburg products debuted in High Point at Oriental Accent, Sedgefield by Adams, Andrea by Sadek and Nichols & Stone. Licensee Global Views is planning a big launch of Williamsburg designs for the fall season.
  • Safavieh hosted a market event to introduce its licensed designers: Thom Filicia, Thomas O'Brien, Suzanne Kasler and David Easton. All four brought new rug designs to Safavieh for High Point Market introduction.
  • Accent furniture producer Ultimate Accents introduced Betsy Drake Interiors last month, an exclusive line of home decor featuring the original art and designs of North Carolina artists Betsy Drake and R. B. Hamilton.
  • Eve, a new artist with Picture Source's division The Art Club, visited the company's High Point Market showroom. The Canadian artist said she collaborated closely with Picture Source's designers and salespeople to target the taste of the company's audience.
  • New River Artisans unveiled a new rug collection from designer Tobi Fairley during last month's market. Also in the works for Fairley, a wall decor introduction planned for this fall at Soicher-Marin.
 

What retailers are saying

In a recent survey at HomeAccentsToday.com, conducted in early May, we queried retailers about their strategies for incorporating licensed products into their stores. Our respondents were 13% furniture stores and 64% home accent/gift stores, with the remainder being interior designers or direct-to-consumer merchants.

What categories of licensed product do you sell?
Lamps and lighting 46%
Decorative accessories 67%
Rugs 29%
Accent furniture 38%
Wall decor 58%
Permanent botanicals 42%
Tabletop 42%
Soft goods 42%
Other 17%

How do you plan to change your licensed mix in the next 12 months?
Increase what I carry 22%
Decrease what I carry 17%
Add specific new styles 9%
No plans to change 52%

If you carry licensed product, what are your reasons?
They carry a built-in story 39%
They bring consumers in the door 30%
Consumers ask for them 30%
We receive marketing/advertising support 22%
Other 26%

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