Bassett Extends HGTV Partnership, Opens Line to Independent Retailers

October 6, 2015  by in Business Strategy, Furniture Retailing, Industry   

Building on the licensing agreement that began in 2012, Bassett will continue to feature HGTV branded custom upholstery products in HGTV Home Design Studios in Bassett Home Furnishings stores and will now expand the concept to select independent dealers this fall.

"The HGTV Home Design Studio is an important point of differentiation for our stores and is playing a key role in our improved comparable store sales," said Robert H. Spilman Jr., president and CEO of Bassett Furniture. "We are excited about offering this successful program to our key independent dealers and leveraging our national advertising efforts on HGTV's network and on our website."

With this new agreement, Bassett stores and independent retailers will be supported by local and national television advertising, digital marketing and direct mail starting with the HGTV Home Custom Furniture Sale that will be promoted later this month.

"Bassett continues to be a great partner with HGTV," said Ron Feinbaum, senior vice president and GM of consumer products for the home category. "We are pleased the partnership is extending and look forward to its growth."

In 2011, Bassett announced the strategic partnership with HGTV which combines the company's 113 year heritage in the furniture industry with the penetration of 96 million households in the U.S. that HGTV enjoys today. As part of the alliance, the in-store design centers were co-branded with HGTV to market the concept of a home makeover, an important point of differentiation for Bassett stores that also mirrors much of the programming content on the HGTV network.