Bernhardt, Smithsonian Partner for Collection

January 14, 2007  by in UnCategorized   

By Home Furnishings Business in Case Goods on January 2007 Bernhardt Furniture Co. has partnered with Smithsonian Institution to create a line of historically inspired furnishings. The branded collection, the Smithsonian Collection by Bernhardt, will be introduced in March at High Point Market.

“We are excited and proud to be a part of this endeavor, and we look forward to a long and rewarding relationship with Smithsonian,” said Alex

Bernhardt Sr., chairman and chief executive officer of Bernhardt Furniture. “The Smithsonian name is synonymous with quality, trust and prestige, and this furniture collection will deliver on all those expectations.”

The collection kicks off the Smithsonian’s venture into home products.

The Smithsonian brand is ranked number one for quality among all brands in the Harris 2003 EquiTrend Brand Study, and holds a 94 percent brand recognition among adult Americans. In addition to its world-renowned museums and research facilities, the Smithsonian includes the Smithsonian Magazine, with 7 million monthly readers, 30 retail stores and concessions, a catalog and e-commerce business, Smithsonian Books publishing and Student Travel programs, Smithsonian Networks (a recently launched television programming venture) and 46 licensees that manufacture collection-based or collection-derivative products. A portion of the sales proceeds from the furniture collection will support the educational mission of the Smithsonian Institution.

“We are very pleased to be partnering with Bernhardt, an industry leader known for high quality, master crafted furniture that offers exceptional

value to consumers,” said Severin White, senior vice president of business development and licensing of Smithsonian Business Ventures. “The

Smithsonian Collection by Bernhardt will allow the consumer to rediscover time-honored home furnishings that reference the Institution’s vast

holdings.”

The initial furniture offerings will feature timeless adaptations inspired by America’s heritage, but finely crafted for today. The pieces will be rooted primarily in 19th Century American design with Edwardian and Empire influences along with an eclectic mix of occasional pieces. This versatile whole home collection will feature bedroom, dining room and occasional pieces.

Key pieces in the collection will be tied closely to the Smithsonian archives and designed with a historical influence. Traditional in nature, each piece will carry a story and heritage with it such as a decorative bookcase used in an office in the Smithsonian Castle or the celebrated Thomas Jefferson Campeche chair with its leather sling seat.

The Smithsonian Institution, founded in 1846, is the world’s largest museum complex and research organization composed of 17 museums and the National Zoo in Washington, D.C., and two museums in New York City. The Smithsonian collections are the basis for research, exhibitions and public programs in the arts, history and the sciences. The collections contain 137 million objects, works of art and specimens. In 2006, approximately 23 million

people visited Smithsonian museums and the National Zoo; there were nearly 150 million visits to smithsonian.org.