Bassett, Graj+Gustavsen Team for HGTV Home Branding

October 11, 2011  by in UnCategorized   

By Home Furnishings Business in licensing on October 12, 2011 Bassett Furniture has retained Graj + Gustavsen to develop strategic branding initiatives and in-store experience for an HGTV HOME-branded furniture collection.

G+G is a New York City integrated branding firm known for building consumer brands.

"For over a century, Bassett has had a reputation for providing quality hand-crafted custom furniture to consumers looking for not only home furnishings, but also design expertise," said Ray Graj, founding partner of G+G. "This partnership with HGTV, the leader of lifestyle programming, will allow the brand to deliver a next generation consumer experience. We are thrilled to be working with Bassett as they continue to build on their tremendous heritage."

As part of the agreement, Graj + Gustavsen will work with Bassett to create a new consumer experience for the HGTV HOME brand within Bassett stores. The exclusive collection, which includes custom upholstery and accent furniture, will be available in stores in 2012. Additionally, Graj + Gustavsen will establish HGTV HOME-branded line of products for broader market distribution. The separate HGTV HOME-branded collection will be made available to Top 100 furniture stores and major independent retailers. The collection will debut at the April 2012 High Point Furniture Market and July 2012 Las Vegas Furniture Market.

"We are excited be to working with the Graj + Gustavsen team to bring this vision to life," said Jason Camp, senior Vice president of retail at Bassett, Bassett, Va. "Their branding expertise and deep insight into market trends, make G+G the ideal partner to help us deliver consumers a differentiated home furniture collection."