| Dec 14, 2009 |
The Bombay Company to re-open in the U.S. with new brand strategy
Boh staff
By Staff

Otto International has hired William S. Hollands to the position of chief merchant overseeing the Bombay Company operating unit, which manages the U.S. licensing agreement with Bombay Brands LLC, which owns, markets and licenses the Bombay trademarks globally. A Bombay Company veteran, Hollands was former vice president of merchandising at the Bombay Company until 2007.

The Bombay brand in the U.S. will be segmented as three sub-brands, each retailed through a separate channel and target market. Each division will offer a range of furnishings including furniture, home accents, bed and bath, outdoor living, tabletop products, gifts and holiday, and will be sold at high-end department stores and specialty gift stores, mid-tier home retailers and mass/discount chains.

Hollands was instrumental in the development and sourcing of multiple product categories, and grew the Bombay Company during its key era of expansion and evolution. From 1992-1998, he was responsible for buying and product development at Pier 1 Imports, and, in 1999, founded his own retail company in Dallas. Most recently, Hollands was senior vice president of merchandising at American Signature, Inc.

Hollands said his new multi-channel retail strategy will bring the Bombay brand to more consumers than the company was ever able to reach as a specialty retailer. "Under the ownership of Gordon Brothers Brands and Hilco Consumer Capital, and with Otto International’s product development expertise, we have a tremendous opportunity for growth and evolution," Hollands said. "The Bombay name is still one of the most recognizable names in home furnishings. Demand continues to be high for our products because of the unique and unexpected twists we design into classic pieces, and the fact this is a true lifestyle brand.”

Founded in 1978 as a niche specialty home goods retail concept, the Bombay Company grew to approximately 350 retail stores and nearly $600 million in annual retail sales volume. The brand continues to score at the top of national consumer surveys as one of the most recognized home brand names in the U.S.

For full story, visit www.homeaccentstoday.com.

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