March 4 2011:

Licensed furniture must be able to stand on its own

Thomas Russell—Furniture Today, March 4, 2011

This week’s special report on licensed brands on page 16 helps illustrate some things about marketing in the furniture industry.

The story of licensing obviously is not new. Bob Timberlake, Ernest Hemingway and Liz Claiborne come to mind as some of the trend-setting efforts in the industry. The field has grown even larger with the names of those highlighted in this week’s edition, among others such as Kathy Ireland, Ralph Lauren, Lillian August, Angelo Surmelis, Candice Olson, Better Homes and Gardens, Esquire and Biltmore to name several.

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