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From Home Furnishing Business

Major Regional Chains Offering Rooms To Go’s Successful Cindy Crawford Line

By Home Furnishings Business in Furniture Retailing on March 2007 Cindy Crawford Home, one of furniture licensing€™s most successful lines at Rooms To Go over the past two years, is being expanded to other major regional chains across the country.

According to at least one published report, Cindy Crawford Home generates annual sales in excess of $100 million at Rooms To Go, Seffner, Fla.. With that success, Cindy Crawford Licensing, Malibu, Calif., is selling the collections to other major furniture retailers, including Raymour & Flanigan, Liverpool, N.Y., which launched the line recently. Glenn Rotner, COO of Crawford€™s company said Salt Lake City€™s R.C. Willey and the Detroit area€™s Art Van Furniture also plan to offer Cindy Crawford Home. He said plans for the rollout of Cindy Crawford Home beyond Rooms To Go€™s nine-state market area call for partnerships with top regional chains on an exclusive basis in their markets.

In an exclusive interview last month, Cindy Crawford told Home Furnishings Business that she€™s planning to make personal appearances to help launch the collections in those markets. Rooms To Go Founder and CEO Jeff Seaman said the chain has little involvement in the expansion of the Cindy Crawford brand, but said some factories his company has an ownership interest in are producing the Cindy Crawford line.

One of the most successful models of all time, Cindy Crawford has appeared on the covers of more than 600 magazines worldwide. Thanks, in part, to Rooms To Go€™s round-the-clock advertising in the nine states it operates in, Cindy Crawford Home Collections, which debuted in mid-2005, almost immediately became one of the furniture industry€™s most successful licensing programs.

€œOther retailers became interested,€ she said. €œSo, fortunately, we€™re now able to become more of a national brand through working with these other retailers. We already have deals with several people, and you€™ll hear more about those in a couple of months. I€™m going to go for some of the (Cindy Crawford Home) launches over the next few months.€

In February, she announced a deal with Malibu Designs to produce a line of home décor products that will include decorative accessories, tabletop, kitchen décor and other categories.


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