From Home Furnishing Business
Twin-Star Launches Broader Product Line, Partnership with Hall
Twin Star, a well-known resource for electric fireplaces, is unveiling a broader product lineup at this week’s Las Vegas Market, launching a range of product and merchandising strategies in partnership with award-winning designer Jenna Hall.
The new product includes home office, home entertainment, occasional and other media solutions, and features multiple lifestyle collections that enable retailers to broaden appeal and engage consumers, maximize their retail space and drive growth, the company said.
“An important part of the evolution of Twin Star Home is bookmarked here at this Winter 2018 Las Vegas Market with the partnership with industry icon Jena Hall and the expansion of our core categories,” said CEO Lori Gonzalez. “The expansion is based on consumer research that uniquely positions our company as creators and innovators of multi-functional, design-rich products that fit the way people live, work and play.”
At market, buyers are being introduced to Twin Star Home’s “Lifestyles Idea Rooms,” which are vignettes featuring six distinctive themes and styles, and they will be shown how to present the diverse products that include fireplace, home office, home entertainment and occasional.
“These vignettes are designed to inspire ideas by giving retailers a new way to think about reaching the greatest number of home furnishing consumers and easily capture more decorating dollars,” said Hall. “As a vignette focal point, the fireplace category – often integrated with media and sound – can complement other fashion-forward furnishings within the same style.”
The collaboration with Hall includes a consumer-facing blog authored by Hall on decorating with Twin Star Home products, based on her experience as a successful syndicated interior design columnist. The blog, which will debut in the spring, will also enhance the company’s social media content strategy.
The new offerings from Twin Star are a result of the company’s investment in customer intelligence -- gathering and analyzing consumer data to help understand their lifestyle and behavior as they relate to how they live, work, and entertain in their home as well as shop and buy.
“Consumer insights have enabled us to take a laser-focused look from the consumer’s perspective,” said Lisa Cody, vice president of marketing. “And that has given rise to Twin Star Home’s new approach to product development, enhanced product detail information and commitment to delivering strong, educated sales support and partnerships to our retailers.”
She added, “Our intention with the extensive research is that it is an on-going activity to keep a finger on the pulse of the consumer, which means we continue to look at the information we gather and understand what is relevant to consumers. Our mindset is longevity with an enduring brand for the way consumers live.”
The company’s new branding was kicked off Saturday with a celebration at the Lou Ruvo Center, which is across the street from the World Market Center.