It’s been almost a year since the 53-piece collection inspired by Veranda, the Hearst shelter magazine, launched at Fine Furniture Design’s showroom last autumn. It’s now making an official retail debut in U.S. retail locations following what the partners call a soft launch about a month ago.
One retailer has hopes that the line will pique millennial interest. “In addition to the fresh product design, the marketing and merchandising program that Fine Furniture Design has developed to support the collection is a value-added benefit for us,” said Mike Forwood, president and CEO of Texas-based Louis Shanks Furniture, which is carrying the brand.
“Having the opportunity to reach the engaged readers of the magazine who are obviously very interested in updating the interiors of their homes is a great market for us to tap into,” he said, “and I believe the on-trend, fresh designs will appeal not only to more mature consumers, but also to sophisticated millennials.”
The first of Fine Furniture Design’s collaborations with Hearst Magazines (an Esquire collab launched this past Spring High Point Market), the line debuted last fall with added marketing materials for retailers, says the furniture brand. “The program was part of an incentive for retail placements at the Fall 2017 High Point Market,” said Anna McGaha, marketing director for Fine Furniture Design. “Participating retailers received the flooring and Veranda-branded signage at no charge, complete with point-of-sale materials and brochures outlining how consumers can purchase the flooring for their homes.”
“Not only has it provided consumers with the ability to bring the look and feel of the pages of Veranda magazine into their own homes,” she said, “but it also maximizes square-foot profit on retail floors for our retail partners. It’s been at retail for about a month now, and has been very well received thus far, by both consumers and dealers.”
The brand wouldn’t share information on either the financial aspects of the deal or on future collaborations, but it did note that the line is a licensing partnership between Veranda and Fine Furniture Design.