Klaussner Ups Sponsorship of Nascar’s Michael Waltrip

March 18, 2007  by in UnCategorized   

By Home Furnishings Business in Advertising on March 2007 Upholstery and case goods major Klaussner Furniture Inds. ramped up efforts to broaden its recognition among consumers this past weekend with expanded sponsorship of the Nascar’s No. 55 car, the Michael Waltrip NAPA Auto Parts Toyota Camry.

The logo of Klaussner Home Furnishings, Asheboro, N.C.-based KFI’s new consumer brand, appeared prominently on the vehicle’s rear deck lid.

Klaussner has supported Waltrip in a limited capacity for some time and recently chose to trade up from the window post to a more prominent placement on the car. The move is the first step in introducing the Klaussner Home Furnishings brand directly to the consumer. To date, the company has depended upon its retail partners to get the message to the consumer.

“As we branch out to provide more and more complementary products for the home, we have become more than ‘Klaussner Furniture,’” said KFI Senior Vice President of Marketing and Strategic Development Jeff Davis. “We are a full product and service provider for the whole home, and we are excited to introduce our new brand position to the consuming public via the No. 55, Michael Waltrip NAPA Auto Parts Toyota Camry. This is a launching pad for Klaussner’s new consumer branding efforts. The brand will be showing up in the national limelight as early as the fall of 2007.”

The new Klaussner brand will promote the company’s selection of more than 1,000 styles, 1,500 fabric choices, and over 300 leathers; and highlight KFI’s fast delivery on custom orders.