Rooms To Go Gets Cozy with Sofia Vergara

March 25, 2013  by in UnCategorized   

By Home Furnishings Business in licensing on March 26, 2013

Furniture retailer Rooms To Go has signed a multi-year licensing agreement with "Modern Family" actress Sofa Vergara.

The Sofia Vergara collection will be available in the retailer's showrooms in the fall, and will be merchandised and displayed in complete room groupings.

Named as one of the world's most powerful Latinas by Forbes Magazine, Vergara is a successful businesswoman and the only Hispanic actress to begin her career on a U.S. Hispanic network and successfully cross over to the general market. The 12-time Emmy award-winning series "Modern Family" airs on Wednesday nights on ABC. She has also stared in a number of films, including Tyler Perry's "Madea Goes to Jail", "Smurfs", and "Happy Feet".

Vergara has been nominated three times each for the Golden Globe, Emmy and Screen Actors Guild awards for her role in "Modern Family".

"I love beautiful furniture and am so excited to be working with Rooms To Go to create my own furniture collection!" Vergara said. "My relationship with Rooms To Go began over 15 years ago when I moved to the United States as a single mother, and furnished my first apartment entirely from their store.  I knew I could get high quality furniture that was both fashionable and affordable. I've purchased new room settings from Rooms To Go since then; however, some of the original pieces are still in my family!  My collection will offer gorgeous contemporary designs with the same amazing quality and affordability I've always known from Rooms To Go."

Rooms To Go has a similar partnership with Cindy Crawford.

"We are thrilled to have Sofia Vergara join the Rooms To Go family," said Jeffrey Seaman, CEO of Rooms To Go. "She is a major star who truly strives to make a difference in the lives of many people. She's very interested in design and committed to working with us to market great products at extraordinary values. The combination of Sofia's style and our sourcing capabilities will result in a great collection. Her sense of helping people find beautiful things that are also affordable is a perfect fit for us. The fact that Sofia's been a Rooms To Go customer for over 15 years makes our partnership even more perfect."

In addition to her acting career, Vergara is a founding partner with Luis Balaguer of Latin World Entertainment, an Hispanic-owned entertainment company serving the U.S. Hispanic market. 

"Rooms To Go is the perfect partner to extend the Sofia Vergara lifestyle brand into furniture," said Luis Balaguer, president and CEO of Latin World Entertainment. "Sofia wants women to feel good about the way they look and live. Together with Rooms To Go, Sofia will provide beautiful and affordable furniture and accessories which will help women create an inviting home environment for family and friends."