Targeted Retailers Get Early Preview Of Martha Stewart Signature With Bernhardt

Furniture World Magazine

More than 100 key accounts and targeted retailers got a first look at the Martha Stewart Signature Furniture with Bernhardt line as Bernhardt previewed the licensed collection in it’s new dedicated showroom, adjacent to the Bernhardt showroom in High Point. Ms. Stewart was on hand to communicate her excitement about the furniture introductions. She met and spoke with a number of Bernhardt dealers about the new licensed collection. The collection of some 200 skus is one of the largest introductions in the history of the furniture industry. It includes a full range of upholstery and case goods of various materials and designs. The licensed collection includes products in two different lifestyles, based on two of Ms. Stewart's personal residences, according to John Pullin, Bernhardt vice president / general manager of Martha Stewart Signature. “We are writing a lot of orders and are very pleased with the extraordinary response to date from our dealers,” said Pullin. “These introductions make it possible for consumers to have furniture in the fresh styles and colors that are the fashion trademarks of Martha Stewart,” said Pullin. 3The entire collection is laced with unique materials, finishes and function that truly capture a particular personality.” Price points for upholstery in the licensed Signature collection are similar to those within the Bernhardt line. Casegoods price points are some 20 percent lower than Bernhardt pricing. Bernhardt will introduce this licensed collection to additional key retailers at the High Point market in October. The product will begin shipping in March 2003. The collection will be supported with a comprehensive marketing program including national and local advertising, collateral and signage and public relations. Martha Stewart Signature Furniture with Bernhardt joins the greater Signature Collection from Martha Stewart Living Omnimedia, which includes floor coverings by Shaw Industries, decorative fabrics by P/Kaufmann, and paints by Sherwin-Williams.