Article Number : 4359 |
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| Date | 4/6/2009 9:49:44 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4359 |
| Abstract | By Deena C. Bouknight The home furnishings industry has been on the licensing bandwagon for at least the last 12 years. It really took off when Lexington Industries partnered with noteworthy artist Bob Timberlake on a licensing agreement that is still successful... |
| Article | By Deena C. Bouknight The home furnishings industry has been on the licensing bandwagon for at least the last 12 years. It really took off when Lexington Industries partnered with noteworthy artist Bob Timberlake on a licensing agreement that is still successful. Today, Timberlake works with more than 25 licensees that manufacture a broad variety of products such as area rugs, furniture, lighting, mirrors, paint and building products under the Bob Timberlake brand. Consumers often know the manufacturers of the products because they associate the Bob Timberlake name—connoting American tradition and quality—with those companies. Licensing can be a win-win-win situation for all parties involved: the licensing company, area rug manufacturer and retailer. That is why many rug producers still spotlight their licensed lines as well as add new names to their collections periodically. During the most recent High Point market, home furnishings companies unveiled brand new licensing partnerships. What often starts with furniture trickles into accessories such as area rugs. What eventually occurs, which is especially beneficial for the full-line home furnishings retailers, is a complete package of licensed products is formulated that makes for a coordinated lifestyle look on the showroom floor and in the consumer’s home. “Each market we eagerly anticipate the introductions from designer- and celebrity-licensed collections,” said Jackie Hirschhaut, vice president of the American Home Furnishings Alliance. “The unique personalities and locations that inspire these groups produce the best-of-the-best in design, styling and trendsetting.” Martha Stewart’s foray into the home furnishings industry might have begun with her successful Bernhardt furniture line; however, retailers nationwide have been offering a result of the venture: Martha Stewart Rugs, crafted by Safavieh. The rugs were created to complement the ever expanding Martha Stewart home decorating portfolio. The line was recently updated to include a Damask design, hand-tufted in India, which is a cut-pile rug in honeycomb or sage colorations. A 5½ x 8½ retails for $935. And Arcadia, an arts and crafts style, features wool that is hand-spun and hard-twisted to give it a heathered effect and aged appearance. The design is flowing arrangements of flowers and leaves. “Once again, Martha Stewart and her expert design team have challenged us to push the envelope, not just with pattern definition and color nuances, but with beautiful new constructions and textures created especially to meet the wide range of budgets, design preferences and lifestyle looks of her loyal consumer base in the U.S. and around the world,” said Arash Yaraghi, principal of Safavieh. At a different price point is Mohawk Home’s licensed line of Woolrich area rugs. The company just added four rugs to this line last month: Meadowbrook, Shady Run, Stonebridge and Hutson. The first three are 100% wool, a signature fiber for the Woolrich company, while Hutson is made of olefin. Approximate retail for a 5 x 8 woven area rug is $300, while handcrafted rugs can sell for $450. “The Woolrich brand has a long, respected heritage and their products have always been associated with durability and comfortable style,” said David Moyer, general manager, Mohawk Select. “If a retailer can help the consumer decide on style and value, and couple that with strong brand recognition, it’s a win-win situation. In our channel of distribution— furniture stores, carpet and rug dealers, and catalogs—it’s important to market the styling with various accessories that complement the rug style. Nicely crafted brochures with lifestyle scenes are the best ways to market this brand, along with handsome ‘brand identity’ tagging at the retail level.” In 2006, Feizy rolled out licensed lines with artist and designer Tracy Porter and with best-selling author and lifestyle expert Sandra Lee. The Tracy Porter Collection includes hand-knotted and hand-tufted rugs in a full range of sizes and styles, while the Sandra Lee Home Collection is primarily machine-made and hand-tufted but also available in a range of sizes and styles. In a collaboration that recently occurred, Colonial Mills Inc. (CMI) partnered with Glen Raven Custom Fabrics to create the first 100% Sunbrella fiber rug. For the Renaissance indoor-outdoor rug collection, anew recycled Sunbrella yarn from Glen Raven’s recycling program is used. With fade and stain resistant properties, the CMI rug is manufactured in a flat-braid construction so it is also reversible. The new rugs, available in six patterns and 12 colorways, have the look and feel of wool but are durable enough for outdoor use. A 5 x 7 retails for $699. “Thanks to this agreement with Glen Raven,” said Donald Scarlata, president and CEO of CMI, “the new Renaissance Collection is the only rug in the industry manufactured with Sunbrella yarn. Homeowners looking for a colorful accent for their outdoor rooms or a durable indoor rug for active lifestyles will recognize Sunbrella fabric’s reputation for color and performance.” Shaw Living sustains numerous licensed lines. Brand new this January is the contemporary collection with designer Angela Adams. The partnership represents green manufacturing as the rugs are machine woven in the U.S. with Shaw’s recyclable EverTouch nylon. To date, Shaw has recycled more than 180 million pounds of post-consumer nylon carpet at its Evergreen facility in Augusta, Ga. Colors and patterns are land and seascapes, seasonal patterns and nature motifs in earth tones and organic hues. Suggested retail for a 5 1/6 x 7¾ is $879. Shaw expanded the top-selling Kathy Ireland Home First Lady Collection with three designs in modern, casual styles. Two are sophisticated geometrics, while the third is a vine motif with sweeping curves. These are also machine woven using EverTouch nylon. A 5 5/12 x 7¾ typically retails for approximately $879. Three additions were also added to the increasingly popular Tommy Bahama Home, including an Art Deco foliage pattern, a leopard and palm print design, and an upscale fern motif. These are also made of EverTouch and touted for the same retail price. Finally, the Tuftex of California division of Shaw announced the launch of a Disney licensed line. The non-character based collection takes inspiration from some of the most well-known Disney franchisees, including Disney Princess, Disney Fairies and Winnie-the-Pooh as well as the Disney Pixar films “Cars” and “Toy Story.” The collection incorporates unique patterns, color treatments and design elements that subtly bring to life these Disney properties. As Mohawk’s Moyer points out, “Today’s consumers want comfort and security in their buying decisions.” Licensing gives rug companies recognizable names that consumers can feel good about purchasing. |