Hotel Maison to Unveil Lower Priced Chic Boutique

January 17, 2012  by in UnCategorized   

By Home Furnishings Business in Business Strategy on January 18, 2012 Hotel Maison, the modern furniture line inspired by boutique hotels from around the world, is updating and streamlining its offerings to focus on a less traditional, more innovative look to appeal to a broader demographic.

This new focus has prompted the development of a new line called Chic Boutique by Hotel Maison that will use multiple manufacturing partners. The Chic Boutique line will include the same product categories as Hotel Maison, but at opening price points to make it more appealing for online and catalog sales. The Hotel Maison line will continue to focus on bricks and mortar retail.

€œTwo years ago when we first created Hotel Maison, we set out to offer designer product at affordable prices," said Kim Salmela, president and chief creative officer. "While we are extremely proud of the line, we were missing a hipper clientele that seeks the Hotel Maison aesthetic."

 As part of these changes, Hotel Maison will access new sourcing focused on more mid-level price points. Hotel Maison is currently seeking a partner that can grow with the company as it expands beyond bricks and mortar channels in the U.S., as well as internationally.

€œThe world has changed and the furniture business needs to change with it," said Judy George, principal at Hotel Maison. "Consumers are looking for fresh product that speaks to their lifestyle. They are using social media to inform their purchasing decisions. As such, we are moving ahead in new directions, with new sourcing, new distribution strategies and an aggressive social media marketing push for Hotel Maison and Chic Boutique."

In addition to the lower price point line, the company recently completed to licensing deals. One, with Divatex, is for a line of top-of-the bed and bathroom products. The second is with a bedding producer and bedding retailer Sleepy's.

The Hotel Maison and Chic Boutique mattress and furniture collections will initially be available through Sleepy€™s retail chain and through Hotel Maison and Chic Boutique online. Both collections will be made available later to retail outlets throughout the country.