Licensing continues strong run in High Point
Casual Living Staff -- Casual Living, May 25, 2011
LICENSED PRODUCTS continue to be an important segment of the home accents marketplace. At last month's High Point Market, a number of new licenses and line extensions debuted. Following is a roundup of some of the big news this season on the licensing front.
Dimond Lighting unveiled its new portable lighting collection for Biltmore For Your Home during the market. The initial launch included about a dozen lamps, with additional styles planned for the future.
"Dimond Fine Lighting is known for its emerging fashion and industry-leading trends," said Tim Rosebrock, vice president and general manager of Biltmore's licensed products division. "Our partnership with Dimond enables us to bring quality lighting from a brand at the forefront of the industry to home decor retailers and professionals across the nation."
DwellStudio for Global Views
"Creating this new co-branded product with Biltmore is a great opportunity," said Carre McConnon, business development specialist of Dimond Lighting. "Our awardwinning team of designers ensures that each product is created at the highest level of quality and stays true to Biltmore's vision of classic designs and fine country living."
Dick Idol continued his brand expansion with a major launch with Crestview Collection, as well as line extensions with Shadow Mountain, Surya, Groovystuff and Silverado Home.
Crestview introduced lamps and wall décor for the Montana outdoorsman and artist. "Our company continues to grow, and we believe our first licensing partnership with Dick Idol will help us expand our product line and customer base," said Bryan Williams, executive vice president of Crestview.
Surya's new offerings included nine new "modern rustic" styles in a variety of earthen jewel color tones and more neutral palettes. The nine new styles retail for $399 (5x8) for the hand-tufted, 100% wool rugs made in India.
"Surya continues to grow, and we believe that our expanding partnership with Dick Idol will help us continue to reach a new customer who wants refined rustic styling," Surya President Satya Tiwari said. "Surya is excited to work together with the entire Dick Idol team including Shadow Mountain, Crestview and all the other great partners."
Shadow Mountain debuted the Mountain Loft Collection. The collection included case goods and coordinating upholstery, again targeting a modern rustic aesthetic. The collection was inspired by modern mountain homes that juxtapose reclaimed lumber and distressed finishes with modern lines and contemporary design accents.
Accessory and furnishings producer Global Views added a licensed line with noted design house DwellStudio.
According to a release on the launch, the companies said the 70-SKU line "portrays a playful modern aesthetic for relaxed living" and includes vases, objets d'art, trays and mirrors. Prices range from $8 for a ceramic piece to $249 for a brass frame mirror.
Christiane Lemieux founded Dwell-Studio in 1999. By partnering with Global Views, the company adds a decorative home accessory line to its product offerings.
"Our goal is to provide everything needed to complete the modern home," Lemieux said. "The line with Global Views is an exciting step towards realizing that goal."
Biltmore for Dimond
"DwellStudio brings a youthful, fun and fresh perspective to our line" said Global Views CEO David Gebhart. "It gives Global Views access to patterns, colors and designs that we would not normally be involved in."
DwellStudio also debuted a line of upholstered furniture with Precedent, a sister company to Hickory White and Sherrill.
Guildmaster debuted a new furniture collection by designer Raymond Waites.
New America, Coming Home reflects Waites's modernized translation of the United States' traditional roots in 200 items.
"Over time, we have lost touch with our roots as a nation. This fresh and unique concept is designed to reinforce our connection of what it means to be American," Waites said. "The ageless character and contemporary spirit of this collection will help reseed and replant our patriot passion, revive and relive our pride and heritage."
Jaipur Rugs also debuted a new line of Waites-licensed rugs.
"We're very excited to see Raymond's unique creative vision come to life in this new collection," said Jaipur President Asha Chaudhary. "The breadth of designs and constructions are incredibly diverse, and we know that retailers will find something for every taste within the range."
Walt Disney Signature Collection
The Rug Market added numerous new designs to its longtime Disney-branded program, The Walt Disney Signature collection.
"Our association with the Disney brand has been a valuable marketing tool," said Michael Shabtai, owner of The Rug Market. "It not only offers instant recognition, it also holds unlimited design inspiration from the fantasy images of their movies to the numerous theme parks or the worldwide resorts."
Walt Disney Signature for The Rug Market
The Rug Market America's designers work with the Disney licensing staff to interpret and create the rug designs for the Signature brand.
"With the Disney selections, we are able to provide our customers not only with a very powerful brand, but designs and styles that are not found anywhere else," Shabtai said. "Our ability to offer this at a tremendous value provides even greater interest in the lines."
Williamsburg licensees added new collections and designs to their collections licensed by the historic town in Virginia.
At Global Views, the Williamsburg Bassett Hall Peacocks were featured on silk pillows and glass platters. The peacock collection was inspired by a 19th century watercolor on velvet in Colonial Williamsburg's collections.
Sedgefield by Adams' Williamsburg Collection of Parterre-patterned decorative accessories blended gray and white in a pattern that corresponds with a fabric pattern that was inspired by the landscaping in the gardens throughout Colonial Williamsburg's Historic Area.