Wednesday, October 13, 2004
Making Furniture instead of License Plates
Fine, you do not make license plates in prison anymore, but MSLO just announced it is expanding its furniture line.
Martha Stewart Signature(TM) Furniture Introduces Additions to Collections.With the continued success of Martha Stewart Signature(TM) Furniture with Bernhardt, Martha Stewart Living Omnimedia, Inc. (MSO) and Bernhardt Furniture Company today announced an expansion of the brand label at the International Home Furnishings Market in High Point, North Carolina. The two companies will introduce 43 new SKUs, including additions to each of the three case goods collections- Lily Pond(R), Skylands(TM), and Turkey Hill(TM)-as well as to the range of upholstery options. The new items will be available to consumers at furniture retailers nationwide in March 2005.
"Consumer reaction to the Lily Pond, Skylands, and Turkey Hill Collections continues to be extremely favorable," said Alex Bernhardt, Sr., Chairman and Chief Executive Officer of Bernhardt Furniture Company. "Consumers love our unique twist on traditional, classic design, our rich color palette, and special fabrics and finishes. As a result, we've expanded our selection, providing consumers with even more choices for decorating their homes. We're offering exciting new designs and finishes, as well as supplementing existing groups with additional pieces."
Brand expansion. Interesting to note the 3 collections are named after Martha's homes. It's quintessential brand personification, but in this case, you are not necessarily lining your living room with Martha's name. It's a bit more subtle. And while I wish I could say the growth in a non-Martha named product was part of a trend, I cannot.
