Capel to license Dick Idol
August 3, 2001,
Troy, NC — Area rug manufacturer and importer Capel Inc., based here, recently entered a licensing agreement with wildlife artist Dick Idol to create a line of area rugs depicting motifs from Idol's work.
The rugs will come in 12 designs and will be made in various types of constructions, including heavily textured wovens, braids, wool blend and 100 percent wool tufted rugs.
"The most important thing to note is what [the Dick Idol license] is not — it is not a faded floral, wall-to-wall Waverly look," said Kea Capel, director, marketing, Capel. "It actually appeals to a consumer with a straight-forward, unself-conscious decorating attitude, and her home reflects that. I happen to share that same aesthetic, so I understand this honest approach to home. It's not masculine, just very wholesome and honest because it's about scale and texture. Our rugs are being made to suit what an American consumer wants. They are about how to surround yourself with honest, good-looking pieces of furniture and home textiles more than driving a Suburban or owning a hunting dog."
For Capel, Dick Idol marks its first license in the past four years. "We do have a long string of licenses from before, but we've tried to become choosier about the licenses we go with," Capel explained. "We decided to go with Dick Idol now, after a four-year dry spell, because we think it's that big."
Dick Idol's partnership with Capel is the latest facet of the home furnishings strategy that Dick Idol Ventures LLC, the marketing and strategic licensing company for Dick Idol products, began building last year.
"Our clear objective is to build the Dick Idol name into the premier outdoor lifestyle brand," said Steve Regan, president of Dick Idol Ventures. "Thanks to the size and growth of the outdoor category, as well as Dick's reputation as a wildlife artist and outdoor authority, we have been remarkably successful in attracting the top companies in their respective industries to capitalize on his talents."
Aside from Capel and Klaussner Furniture Industries, other recent recruits of home furnishings licensees are: LaFrance, for decorative pillows and throws, which were officially launched at the New York Home Textiles Show in April; As You Like It Inc., for lamps and accessories; Foster's Point, for home florals; and Big Sky Carvers, for wildlife art reproductions.
"The outdoor industry is growing at a phenomenal rate," Capel said. "More people than ever are taking the time to enjoy the beauty of nature. Capel's Dick Idol Collection is being designed to help this large consumer group bring some of the splendor of the natural world into their homes."
The rugs are targeting Capel's traditional retail channels, including catalog and specialty stores, Capel said. Price points are set at $350 for a 6' x 9'.
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