Lexington to unveil Tommy Bahama at ICFA Market in Chicago
Casual Living Staff -- Casual Living, July 16, 2012
Lexington Home Brands announced today that it will unveil a comprehensive new assortment of Tommy Bahama Outdoor Living designs at the International Casual Furniture and Accessories Market on Sept. 19.
The assortment will include seven complete lifestyle collections, comprised of deep seating and sectionals, outdoor dining, bistro tables and bars, firepits and occasional tables. Lexington launched the initial Tommy Bahama indoor home furnishings collection in April 2000, and has built that business into one of the most successful and recognized brands in the category.
"The Tommy Bahama brand is iconic, with designs and a lifestyle message that have proven highly effective in attracting the aspirational consumer," said Phil Haney, president and CEO of Lexington Home Brands. "The Outdoor Living category is a natural extension for Lexington. We have a keen understanding of the brand and lifestyle, and will leverage our design and marketing expertise to create a unique experience at retail. A key element to our success with Tommy Bahama indoor designs has been the concept of bringing the outdoors inside. It seems somewhat intuitive, therefore, that it would work with equal impact in the opposite direction."
Due to the scope of their initial offering, Lexington will launch the new Tommy Bahama Outdoor Living program in Chicago at a 22,000-sq.-ft. venue just one mile from the MerchandiseMart. The facility, VENUE ONE, is located at 1044 W. Randolph St. across from Oprah's Harpo Studios, surrounded by a number of chic restaurants. Lexington will be operating continuous town car service to and from VENUE ONE from 8 a.m. Wednesday, Sept. 19, through 6 p.m. Saturday, Sept. 22.
"Recognizing that the launch of a marquee program like Tommy Bahama represents a unique opportunity, we chose an outside venue to in order to maximize the impact and scale of the initial presentation for our dealers," noted Haney. We will open VENUE ONE on Wednesday, September 19th to accommodate both existing and new dealers who may not have anticipated an outside venue for the launch. As we do with our High Point showroom, which is outside the IHFC complex, we will make the transportation a pleasure for our dealers."
There will be several key points of differentiation in the Tommy Bahama Outdoor Living program. The first will be exceptional design, validated by the success of the Tommy Bahama indoor collections. The second will be a best-in-class assortment of unique outdoor fabrics and trims. The company has developed a custom presentation unit that will be the centerpiece of the display in Chicago. It features 200 hanging fabrics, high-impact graphics and program information, and 30 designer correlation boards to inspire consumers with juried selections.
A third point of differentiation will be that every SKU in the program will be stocked in Lexington's distribution complex in North Carolina for immediate delivery. Dealers will no longer be required to assume the inventory risk of container orders, although container pricing will be available for stocking dealers. This component of the program will be significant for smaller dealers and designers who lack the ability to flow large container orders.
"The Outdoor Living category has experienced dramatic growth over the last several years as consumers have chosen to invest in larger and more sophisticated outdoor living spaces," said Jim Burke, senior VP of sales at Lexington. "Consumers want a seamless transition from indoor to outdoor. They expect continuity in design, brands and quality. Their willingness to invest in outdoor spaces often rivals their propensity to invest in the interior of their homes. This represents a unique opportunity for a brand like Tommy Bahama, which is known for exceptional styling and quality."
"Given the phenomenal success that Lexington Home Brands has demonstrated in their lifestyle designs for indoor product, the decision to expand our relationship to include the Outdoor Living category was one that felt very appropriate," said Chrisann Furciato, VP of licensing for Tommy Bahama. "When it comes to interpreting the relaxed sophisticated style of Tommy Bahama in the home, Lexington totally gets it."
"Our eleven-year relationship with Tommy Bahama has been productive and profitable for Lexington and our dealers," said Haney. "The Tommy Bahama brand continues to gain market share -- maintaining its competitive advantage through great design and focused brand marketing. We look forward to an exciting launch for our dealers in Chicago."
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