Daily News
From Home Furnishing Business
Abbyson Aligns Strategy Toward Millennials, Partners with IDS and Social Media Influencers
January 18,
2017 by Jane Chero in Business Strategy, Designer Weekly, Industry 
Leading home furnishings manufacturer and designer of modern day furniture, Abbyson is doubling down on its millennial-driven initiatives including product design, channel marketing and turnkey support services to coincide with the debut of its new Las Vegas showroom.
Abbyson sees great opportunity in aligning strategies toward millennials – the largest population segment of 79 million people with purchasing power of over $170 billion per year – as they come of age.
“For over 30 years Abbyson has taken great pride in being a family-based home furnishings brand that continually redefines itself through modern-day living. We have strategically aligned our business model and operations to fully service major online furniture retailers and the core audience that is driving today’s market: millenials,” said Yavar Rafieha, president of Abbyson.
Abbyson is also launching a new suite of programs and products aimed at the design channel this month, with the goal of capitalizing on the affordability and access of its product offering and their online brand strength. The company is betting on interior designers’ willingness to source a fashion-forward line like Abbyson, particularly when speed and cost-efficiency are critical parts of the project’s value equation.
Among the new-to-market products and top sellers that appeal to the millennial market, Abbyson points to Lennon Collection (bedroom), Milano and Naples (living), Venetian roundtable and Rowley bookshelf (accessories) and Hayes Geometric rug (floor coverings).
Abbyson has partnered with Interior Design Center (IDS) to sponsor an event titled, “The New Millennial,” on Monday, Jan. 23 11:30 am to 1 pm in Abbyson’s new showroom & design center. The “lunch and learn” format will feature two experts on the millennial market—Bobby Berk a furniture manufacturer, retailer and designer of Bobby Berk Home, along with Farah Merhi, founder of Inspire Me Home Décor, the #1 most followed interior design inspiration page on Instagram with 4 million followers. The conversation will focus on why we should pay attention to Millennials, some of the design strategies that appeal to this generation, plus how to attract this emerging market, create partnerships and profit via social media. To attend the event, RSVP to designers@abbysonliving.com.
Abbyson worked with Furniture Branding, a strategic and creative agency, to update their brand identity and messaging to carry the millennial-focused strategy. Their “All. Together. Now.” tagline showcases a fresh perspective for the company, its capabilities and array of product styles and categories. The new ad campaign, “Makers of the Living Experience,” was created for the 2017 Las Vegas Market.