Allied Home Revs up, Signs Jennifer Nicole Lee
May 10, 2010,
After quietly slipping in for the New York Home Fashions Market last month, Allied Home is quickly ramping up its direct-to-retail model.
Off to a fast start, Allied Home has already shipped about two dozen programs, according to Andy Schantz, a principal who serves as ceo and chief product officer.
Schantz is an industry veteran who has held executive positions at JLA and Hollander Home Fashions among others.
Dave Fraser, another industry vet who most recently was with JLA, came on board last winter as head of national sales. Allied Home recently filled four regional sales positions for the Northeast, Texas and Seattle and is soon to add one more.
“Hospitality is actually explosive for us right now,” said Schantz. “We're bringing a lot of retail attributes to hospitality [such as] gel fibers and anti-microbial.
Allied Home will make a bigger showing at the September New York Home Fashions Market, unveiling its first licensed line: JNL FitHome, built around fitness model and lifestyle coach Jennifer Nicole Lee, whose talk show stops have included Oprah, Inside Edition, The CBS Early Morning Show, The Big Idea with Donny Duetsch and Fox & Friends.
“We are working on patentable, proprietary product,” said Schantz. “There are a lot of technical solutions in utility bedding, but there's never been one face to pull it all together.”
JNL FitHome will have two segments. JNL Power Sleep will cover the good/better range, while JNL Fit Sleep will offer better/best product.
“We're looking at the idea of total well being,” said Schantz. “If you really want to be your fittest, you have to sleep well.”
Allied Home is considering other brands that relate to home, but “we don't want to license anything that's been in home already,” said Schantz. “We are into annuity brands.”