Victory Furniture forms venture with Treasures Furniture

Will share sales teams & branding

-- Casual Living, 9/19/2005 8:28:00 AM

Victory Furniture, a Southern California mid- and high-end outdoor furniture retailer, announced a joint venture with Treasures, ranked as a Top 100 retailer of luxury indoor furniture by Casual Living sister publication Furniture/Today.

Established in 1945 as Southern California’s resource for name brands such as Brown Jordan, Gloster, Lane, and Tropitone, Victory Furniture has entered into an agreement to expand into a prime location adjacent to Treasures Furniture’s Irvine Design Center showroom and become Treasures’ outdoor living resource. This synergy couples the strength of Treasures’ reputation as a leading showroom for high-end indoor brands with Victory Furniture’s expertise in the outdoor living category. The partners will share sales teams, branding and promotional projects.

 “This relationship speaks to a growing awareness of the outdoor living category as a sophisticated component of fine home design,” Victory Furniture President Ron Safran said. “In our region especially, the outdoors provides a year-round opportunity to build a lifestyle. Victory Furniture’s continued expansion is a commitment to providing finely crafted, creative products and solutions that will maximize customers’ appreciation of their outdoor rooms. This joint venture with Treasures will provide us an opportunity to reach a greater audience and raise the level of the outdoor market as a whole.”

Victory Furniture’s original location, a 10,000-sq.-ft. store in West Los Angeles, has been a neighborhood institution since 1945. Earlier this year, Victory Furniture expanded into Santa Monica with another 10,000-sq.-ft. showroom. In response to a growing client base within the region’s interior design trade, the Santa Monica location is as much a designer showroom as a retail store, featuring exposed barrel vault ceilings and an industrial chic, stone floor. The new Irvine location will also feature architectural and design details that will inspire creative thinking about the possibilities of the outdoor room.

“This new joint venture responds to our recognition that the outdoor room is a growing market, and one that requires the same dedication and professionalism in terms of design, service and product knowledge,” Treasures Furniture partner Tom Mauro said. “We looked for a strong partner, a local player with a respected presence, who could bring savvy and performance to this underserved part of our market. Treasures’ team of more than 50 interior designers will be trained on the outdoor product line, and will work as a team with Victory Furniture’s sales staff to ensure customers receive the best information and service regarding their choices in outdoor living products.”