Tracy Porter looks to expand licensees

Michele SanFilippo, June 14, 2004

Tracy Porter Inc. is looking to grow its lineup of licensing programs by expanding the brand's broad-reaching appeal and high sell-through at retail.

Currently licensed in multiple categories for tabletop, home accents, furniture, crafts and publishing; the lifestyle brand is seeking relationships in bedding, floor coverings/rugs, fabric, window, paint, wallpaper, outdoor and children's furniture, and stationery/greeting cards. A bedding program was licensed by Keeco until recently.

"Because of Tracy's success in many other home décor categories, we are seeking a bedding program that will bring her elegant, yet livable style into the bedroom (with) quilts, duvets, comforters, sheets, throws, etc.," explained Ann O'Brien, director of marketing and new business for the company.

O'Brien added that Porter is currently in discussions with several national retailers to find the most suitable environment to showcase her home collection including her furniture, bed and bath categories, and more.

Company founder and CEO Tracy Porter added, "Our team is currently focused on expanding our brand awareness through the development of a Tracy Porter television show and various multi-media projects which will increase sales opportunities for a national retailer showcasing our product line more than ever before."

She said the sky's the limit on the number of potential new programs to be developed in the near future. 2004 sales are projected to more than double last year's pace, said company executives.

"Unlike many celebrities who simply lend a name to a collection, Tracy Porter has found a way to bring experience and authenticity of design to life for today's consumer," said Michael Foster, president of Pennsylvania House, which has upcoming furniture and media ventures with the brand.

He continued, "She embodies the active life of our female customers and continues to find inspiration in the needs and aspirations of today's families."

Porter, an active spokeswoman, is a mother to three young boys. She and her husband John started creating hand-painted designs from a chicken coop in 1991, then transitioned into licensing in 1995.

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