Calvin Klein Enters Furniture Market
October 13, 2008,
With the introduction of its first furniture collections, Calvin Klein Home will expand its retail reach into fine furniture stores with a complete lifestyle presentation including furniture, bedding, tabletop, accessories, rugs and table linens.
A separate furniture program of some 120 skus in upholstered, case pieces and occasional, will be featured at Macy's in three groups — Calvin Klein City, Calvin Klein Weekend, and Calvin Klein Destination.
Of the approximately 275 furniture departments at Macy's, the full collection will be featured at 10 to 15 stores, and Calvin Klein City will be at about 65 to 70 stores, according to Bentley Hardwick, vp, merchandising manager, Calvin Klein Home.
"While we are still working through the details, the product will be on sale at 20% off in the furniture stores only, twice a year," she explained. There will be lifestyle shops in the furniture stores embracing all home lines, she added. Details are being worked out about how retailers will purchase some of the products from the licensees, "but Nourison will be able to drop ship," she noted.
The other home licensees for Calvin Klein Home are DWI for bed and bath, Pacific Coast Feather for basic bedding, Lifetime Brands for tabletop, and W-C for table linens. Mirrors in the collections are part of the furniture program.
The furniture will be offered both as direct imports or U.S. warehoused for the Curator collection by Calvin Klein Home, and direct for the Calvin Klein City program and warehoused in the United States for the Calvin Klein Weekend and Destination groups.
The Curator collection will have a complementary collection of decorative pillows.
The in-house team, led by Amy Mellen, creative director for Calvin Klein Home, was responsible for the concept and execution of the collections.
The Macy's launch of the lifestyle will kick off in January, followed by the furniture store debuts in February. "There will be a significant ad campaign that will be a culmination of all our licensees programs," Hardwick emphasized. "We will make sure that the lifestyles are executed properly" at the store level.
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