DECORATING DEN: 15% GROWTH IN 1996; TARGETS 21% IN 1997

Furniture World Magazine

Decorating Den Interiors (DDI), the worlds largest franchised home decorating service announced today tremendous growth in the furniture and accessories market. "DDI marked a 15% increase in furniture and accessories in '96 and is on target for a 21% increase for '97; DDI no longer "just does windows" states Bobbie J. Haseley, senior vice president of product and promotions. With more than 700 interior decorators throughout North America and the United Kingdom, DDI has it's finger on the pulse of today's market. Due to our reach, DDI is directly representative of what middle to upper-middle "America" is looking for." "It has been my goal to focus DDI marketing, advertising and consumer programs to coincide with our company goals," states Haseley. "Branding" (brand name recognition); the association of a company name/logo with quality and assurance is DDI long range goal. All of our marketing pieces, advertisements and public relations programs reinforce the quality of our products and services. Jack Griffin, publisher and general manager of Meredith Custom Publishing; the largest provider of direct to consumer custom publishing products whose clients include such market leaders as; Nestle, MetLife, Northwest Airlines, Sears and DDI; recently addressed DDI regional franchisers on creating brand loyalty. Griffin, is a noted specialist in the field. "Our first step in this direction, was to have Meredith Custom Publishing develop all of DDI marketing tools to ensure continuity. DDI Interior Lifestyles Magazine, published quarterly by Meredith Publishing, publishers of Better Homes & Gardens, Traditional Home, and County Home; has a circulation of more than 500,000 issues. "Efforts are currently underway to reformat our Interior LifeStyles magazine into a "magalogue." While attending the High Point Market I will be looking for new and exciting products to feature via the magalogues first issue. Although just one of many projects underway, we are extremely excited about the magalogue's potential," states Haseley. "'98 marks a turning point for DDI," states Jim Bugg, Jr., DDI President and CEO, "The world already knows DDI's' brand quality; we plan to ensure that with our recently launched new logo, that the established brand loyalty prevails and gains momentum." Branding will prove beneficial to both the retail and franchise sales of the company. "We are seeing more and more conversions (established interior decorators/trades people) turning to our system for the necessary tools for successful businesses, i.e.; greater purchasing power, extensive advertising, marketing and public relations campaigns. Additionally, the structure of the DDI's' system is such that decorators have a "support team" which meets monthly for industry updates, advanced training, promotional updates and awards and recognitions," states Bugg. Due to the wide range of product offered and the quality of our services and design, DDI was recently approached to participate in a project with the critically acclaimed PBS television series "This Old House." DDI is currently working on a project to be taped in December for airing during the programs '98 (1 8th) season. The project entails the design of a high tech media room which will appear on the program and in This Old House magazine in addition to being open to the public next spring. DDI Vice President of Design, Carol Donayre Bugg, ASID, DDCD, is heading up the design team working on the project. This project comes on the heels of completion of a project with LIFE magazine. DDI decorated LlFE's American Dream House recently displayed in Legacy Park, Atlanta. Ranked by Money magazine as one of the " 10 Top Franchises for the 1990's." DDI attributes part of its success in the franchising industry to its outstanding continuing support system which was highlighted recently in both Business Week and Nation's Business. DDI has won repeated accolades and high praise from publications for its business and design successes. Southern Living, Better Homes and Gardens, LIFE, Woman's Day, and numerous other national publications have featured DDI makeovers. DDI's' unique way of doing business has also gained broadcast recognition recently through appearances on MSNBC, CNBC, CBS "This Morning," the NBC "Today" Show, the ABC "HOME" show, and CNN's "Managing with Lou Dobbs." DDI interior decorators bring thousands of samples of draperies, furniture, carpet and wallcoverings to the client's home or office in a specially equipped ColorVan.. Consultations are ALWAYS complimentary.