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Vegas Unveils Marketing Campaign for January Show

By Home Furnishings Business in Las Vegas on October 2006 The marketing campaign for the Winter 2007 Las Vegas Market, “Not Just Market, Las Vegas Market,” will capitalize on the unique experience of the city itself, with supporting imagery focusing on doing business at the show.

The campaign–launching this fall in more than 20 publications covering all segments of the home furnishings industry, plus several major international publications–includes print, direct mail and other targeted communications vehicles designed to promote Las Vegas Market to the retail community, drive pre-registration and spur hotel room bookings for the Jan. 29-Feb 2, 2007, show.

“World Market Center is a boost for the home furnishings industry. It’s sort of the ‘got milk’ campaign for the entire industry in that it has created an exciting platform and renewed interest in markets again,” said Dana Pretner, director of marketing and public relations at World Market Center. “Buyers and exhibitors are excited to do business at World Market Center and that translates into better business for the industry overall.”

San Diego-based MDG Group created the winter show’s branding approach, which in addition to differentiating Las Vegas Market and promoting the January event also touts the grand opening of World Market Center’s second building.

“The campaign is focused on what only Las Vegas can offer buyers and exhibitors alike—the Las Vegas experience and state-of-the-art venues,” Pretner said. “The location, the buildings themselves and the amenities we have to offer are simply unmatched. Now that the industry knows who we are, it’s time to focus on our competitive advantage. The bold images and strong headline tell our story and grab attention.”

At the Winter 2007 show, showrooms open Jan. 29 at the World Market Center and Pavilions; Jan. 30 at the temporary spaces located at the Cashman Center, a five-minute drive from the WMC.

Chromcraft Revington to Shutter Plant

By Home Furnishings Business in Case Goods on October 2006 Chromcraft Revington said Monday it will close a North Carolina wood processing factory by Dec. 8, laying off 58 workers.

The move is part of the company’s strategy to cut costs and move toward an overseas supply chain.

The company plans to sell its 166,000-square-foot Warrenton, N.C., plant along with the equipment. Production of the product will be outsourced to several suppliers.

Chromcraft Revington expects to incur pretax charges of between $1 million and $1.5 million related to the writedown of the building, severance costs and other items. It plans to record most of the charges in the fourth quarter.

Last month, the company announced plans to shutter its case goods factory in Sumter, S.C., and a Knoxville, Tenn.-based distribution center, as well as the relocation of an upholstery plant in Lincolnton, N.C., to a nearby facility.

Don Mitchell to Run Pulaski

By Home Furnishings Business in Case Goods on October 2006 Home Meridian International, the newly merged entity of case goods importers SLF and Pulaski Furniture, brought a big industry name back to active management with the appointment of Don Mitchell as president of the Pulaski division.

Mitchell reports to Home Meridian President and Chief Executive Officer George Revington, and is responsible for sales and marketing at Pulaski, Home Meridian’s largest strategic marketing unit. The industry veteran, who resigned last week from the La-Z-Boy Inc. board of directors, was president of Ladd case goods, and continued in a similar role after La-Z-Boy acquired that company in 2000 as president of La-Z-Boy’s case goods divisions, which included at the time American of Martinsville, American Drew, Lea, Hammery, Kincaid, Pennsylvania House and Pilliod.

He resigned running La-Z-Boy case goods in 2002, but subsequently joined the La-Z-Boy board of directors. Prior to his tenure with Ladd and La-Z-Boy, Mitchell was president of Universal Furniture’s U.S. operations during that company’s rapid growth in the late 1990s. During his career, Mitchell oversaw some of the most successful licensing agreements in the industry, including Alexander Julian at Universal; and Jessica McClintock and Bob Mackey at American Drew.

“We are very pleased to have Don join us at Pulaski Furniture,” Revington said. “He has a long history of leading aggressive marketing companies and has always had a great eye for product.”

Mitchell said he’s glad to return to active management in the furniture business.

“The furniture industry is my passion and I’m very excited to be actively involved in it again,” he said. “Home Meridian International has the best, low-cost, global business model and a clear vision for growth. I look forward to working with the talented team they have assembled and helping take this company to the next level.”

Home Meridian also has hired another familiar industry executive, Lamont Hope, as vice president of operations at Pulaski. Hope also will be responsible for all U.S. supply-chain, distribution, and manufacturing functions at Home Meridian. He reports to Doug Townsend, senior vice president of U.S. operations.

“Lamont brings a long history of success and experience in manufacturing, distribution, sourcing and information systems to Pulaski and Home Meridian International,” Revinton said. “He will be instrumental in benchmarking and integrating SLF’s and Pulaski’s global operating systems.”

Most recently, Hope was senior vice president of procurement at Berkline Benchcraft. His prior career experience includes serving as president of La-Z-Boy Global, president of Lea Industries, and vice president/general manager of Universal’s bedroom manufacturing division in Morristown, Tenn., which, at the time, employed more than 1,100 people.

“For some time now, I have admired both the people at Home Meridian and their business model,” Hope said. “Their global strategy is the right approach at the right time and I am glad to be part of this organization.”

Home Meridian International also announced other organizational changes. Doug Townsend has assumed the position of senior vice president of U.S. operations for the parent company. He is responsible for the operations of all four of Home Meridian International’s strategic marketing units, which include Pulaski, SLF, Creations, and Solutions.

Sekar Sundararajan has been named senior vice president of business development for Home Meridian International, with responsibility for the development and integration of the company’s core global business systems and the creation of new strategic marketing units.

“Home Meridian is committed to the constant improvement of our business model and the recruitment and promotion of the best people, allowing us to provide our customers with outstanding products and service,” Revington said.

Universal/Legacy Classic Parent Forms Marketing Unit

By Home Furnishings Business in Case Goods on October 2006 Samson Holding Ltd., parent company of Universal Furniture and Legacy Classic Furniture, has named Kevin O’Connor president and chief executive officer of Samson Marketing, a new entity formed to direct and oversee business and operations at Universal and Legacy Classic. O’Connor, who’d been president and CEO of Legacy Classic since early 1999 and a co-founder of that case goods importer, continues reporting to Samuel Kuo, chairman and CEO of Samson Holding, which owns major Chinese manufacturer LacquerCraft.

The new Samson Marketing organization also includes Victor Hsu, previously chief financial officer at Universal, who will serve as CFO of Samson Marketing, reporting to O’Connor. He oversees the overall financial affairs of the marketing companies as well as the corporate IT team, and will focus on additional cost saving efforts as a whole. He also will be involved with merger and acquisition opportunities. Universal President and CEO Randy Chrisley, and Lee Boone, who takes over as president of Legacy Classic, also now report to O’Connor.

“Kevin O’Connor has clearly demonstrated his knowledge of the furniture industry and leadership ability in the development and growth of the Legacy Classic Furniture business and the Legacy management team over the past seven years,” Kuo said. “Thus, as Samson grows its furniture business in the U.S.A. now and in the future, we want to take advantage of Kevin’s expertise. Both Kevin and I agree that the future growth of both of our marketing companies can be significant if we take advantage of the assets Samson Holding has put in place in logistical systems, production facilities (more than 5 million square feet) and warehousing (more than 3,800 containers of finished goods) in inventory in China. These elements put Samson in a totally unique position of servicing our customer and being in control of our own destiny.”

O’Connor said Universal and Legacy Classic are two of the industry’s top marketing companies, addressing unique and distinctive niches in the U.S. market.

“But, in an ever-changing retail environment, we see the opportunity to better address those retail needs by focusing each company on its strengths and sharing some back-end resources, such as (information technology), while retaining each company’s unique entrepreneurial spirit and personality,” O’Connor said. “My new position will allow me the time to assess the marketplace and work with the many retail relationships I have built over the years to help strategically plan how our companies can address our retail partner’s wants and needs both in products and programs.”

O’Connor went on to say, “We are very lucky to have presidents of both of our marketing companies of the caliber of Randy Chrisley, president/CEO of Universal Furniture and now, Lee Boone at Legacy Classic. Randy has been a true partner over the past few years. We all share the same vision of what is necessary to enhance the overall business and I look forward to working with both Lee and Randy, and their management teams to continue to grow and achieve our goals.”

Boone joined Legacy Classic, where he previously was general manager of the company’s fast-growing youth division, in 2003. Prior to that, he held executive sales positions with Universal and Lea Inds.

“During the past three years Lee has proven to be a student of the business, a thorough administrator and communicator, and has demonstrated exceptional leadership skills as we developed and launched the Legacy Kids program,” O’Connor said. “I am confident he is ready to take the next step in running one of our total business units.”

Boone said he looks forward to the opportunity of running Legacy Classic.

“Legacy is a first-class organization with an outstanding sales team and the best import service model in the industry,” he said. “I look forward to leveraging Legacy’s many assets to deliver the products and service our retail partners need to drive their business.”

Rounding out the changes at Legacy Classic, Mike Harris has been named vice president of sales. Harris replaces Patrick Long, who has moved on to a newly created position as sales and marketing representative, addressing alternate channels of distribution, as well as the rental and hospitality business.

Previously, Harris held sales and management positions with Klaussner Furniture and Palliser Furniture. His most recent position was president and partner in Kevin Charles Furniture, an upholstery company affiliated with Florida retailer City Furniture.

Copeland Readies Second Round of Frank Lloyd Wright Line

By Home Furnishings Business in Case Goods on October 2006 Copeland Furniture will introduce 12 new pieces to its Frank Lloyd Wright Furniture Collection this month at High Point Market.

The collection, which debuted at this year’s April show, includes reproductions of furniture designed by the legendary American architect, as well as adaptations that, while updated for functional appeal to current consumers, retain the full spirit of the originals.

“Frank Lloyd Wright Furniture by Copeland enjoyed a very positive reception at the April Market,” said Tim Copeland, president of the Vermont manufacturer of contemporary and transitional case goods. “Beyond the excitement we saw at market, we have seen continued positive coverage in the consumer press, which has begun to drive a steady stream of consumer interest. We are very bullish on the line. We believe that it is going to be very successful for us and for out retail partners.”

The initial 16 SKU’s from April market included Wright’s iconic Barrel Chair, dining room furniture originally designed for the Dana-Thomas House, the Meyer May bedroom, and occasional pieces from Wright’s Oak Park, Ill., home and studio. October introductions will include additional pieces to fill out each room setting and will include additional pieces that are uniquely Wright.

While Wright, perhaps America’s best-known architect of all time, is known for the houses he designed, his work often included furniture. Over the course of his career he designed more than 1,000 pieces of furniture for homes, offices and hotels. These furniture designs are the property of the Frank Lloyd Wright Foundation and are exclusively licensed to Copeland Furniture.

Copeland’s focus on the Wright line for the next several markets will be on furniture from the architect’s Prairie Period (1899-1910).  Designs from the Prairie Period are often thought of as a subset of Arts & Crafts, closely related to Mission and Bungalow styles.
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