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NexCen Hosts Waverly Marketing Session

With its new ownership, NexCen Brands, Waverly is poised to become the premier source for home decorating products across all categories and distribution channels.

The brand will celebrate its 85th anniversary in 2008, and plans to expand beyond its mainstay product categories into outdoor furniture, dining and entertaining, apparel and accessories, travel and luggage.

NexCen is hoping to announce several new licensees in the near future, with basic bedding, towels and bath rugs among the first new product categories.

Under the direction of its new brand owners, the company has completed a major marketing study that shows it attracts an upscale, sophisticated homeowner in the 35-to-55 age bracket, said Rick Platt, president of NexCen Brands home division. When asked in a recent survey, 76% of the respondents said they thought Waverly was already offered in bedding, 56% in towels and window coverings, 41% in fabric and 34% in bath.

NexCen is planning to bring the product in all segments more in sync through the efforts of Pam Maffei-Toolan, vp of design, and Liz Mandracchia, marketing director, Platt explained.

In addition to the brand's ongoing marketing campaign, it has a strong online presence with 93,000 unique visitors a month. The site has a personal decorating studio, product finder and store finder as well as decorating and design advice.

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