Graves Looking to Add Licenses
October 25, 2004,
The Michael Graves Design Group wants to expand its brand into new product areas including domestics, residential furniture, flooring, kitchen cabinetry, bath fixtures and other building products.
In the mass market, Graves offers kitchen, decorative accessories and cleaning supplies exclusively through Target. It is now seeking additional licensees.
“It has always been our intention to create a lifestyle statement with our product business,” said Karen Nichols, principal and managing partner of both the design group and MGA. “Internally, we refer to this business strategy as 'the house and everything in it,' even though we don't restrict ourselves to residential products, given our extensive experience with hospitality, office and educational facilities.”