Bassett to Acquire Assets of Outdoor Furniture Producer, Crimson Casual

October 18, 2019  by Laurie Northington in Business Strategy, Industry   

Crimson Casual is a manufacturer and marketer of luxury aluminum outdoor furniture located in Haleyville, Alabama. With a state-of-the-art powder-coat finishing process, Crimson Casual can customize the frames with a number of different colors and finish textures. Bassett expects the transaction to be completed in early November 2019.

“We are excited to add a U.S.-based metal fabricating and finishing facility to our growing portfolio of capabilities in the outdoor furniture space,” said Rob Spilman, chairman and CEO, Bassett. “Crimson Casual produces high quality product that will provide us with new opportunities to expand our outdoor presence and we welcome their associates to the Bassett team.”

“Adding domestically manufactured aluminum product with custom finishing options will be a wonderful complement to our existing woven wicker, teak, and fully upholstered assortments. Looking ahead, we plan to further penetrate the outdoor market on three fronts. Lane Venture, acquired in late 2017, has grown at a double-digit rate in 2019 as the Bassett speed to market model has reinvigorated the venerable 47-year-old Lane Venture brand. We have added over 200 new dealers this year as our standard for service has been embraced by new and established dealers alike,” continued Spilman.

“A second initiative that is still in the planning stages will be our entry into the outdoor contract furniture channel under the name Bassett Outdoor Contract. We are gearing up to call on hospitality organizations and country clubs as we pursue this significant portion of the overall outdoor furniture industry. And, in February, our third approach will commence with the launch of the new Bassett Outdoor line that will be sold exclusively in the 100 Bassett Home Furnishings stores across the country. In development for over one year, this launch will make our stores a complete home resource and will leverage our investment in our existing North Carolina manufacturing facility with more volume and greater efficiencies.”