Hooker Furnishings Teams Up With Drew & Jonathan Home

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This bedroom is part of Boulevard, one of four new collections launched at the Pulaski segment of Premarket by Hooker Furnishings.

HIGHLIGHT – TV Celebrities Drew & Jonathan Scott’s new Drew & Jonathan Home brand will feature 250 SKUs across three well-known industry brands that fall under the HMI segment of Hooker Furnishings.

Representing what officials say is one of the biggest introductions in HMI history, around 100 of the pieces will fall under Samuel Lawrence Furniture (SLF), and another 100 will fall under Pulaski Furniture. The other 50 are pieces of furniture developed in partnership with Prime Resources International.

“This is a tremendous opportunity to bring together HMI – one of the world’s largest home furnishings suppliers, with Scott Brothers Global – the most popular celebrity lifestyle brand in the home furnishing space. home, “Lee Boone, president of HMI, said in a statement. “The reach of the Scott Brothers brand through print, television, streaming, social media and other digital media, combined with the breadth of design, product development, sourcing, sales and distribution of HMI, creates a formidable combination to generate enthusiasm among consumers. for years.”

Around 200 pieces will be on display at this week’s premarket and the entire collection will be on display at the High Point market from June 5 to 9.

Categories include bedroom, dining room, accent furniture, and upholstery, which are priced at the core competencies of each of the brands.

“We’re not reaching up or down to do it,” Boone added, indicating where each collection is positioned. “We do what we do best. “

The SLF segment includes two groups called Essex and Denman, each of which includes a bed and two dining tables. The Pulaski segment also includes two groups called Boulevard and Catalina, which feature two beds and three dining tables. Each group also has a wide range of occasional furniture.

Shown in a dedicated 10,000 square foot area of ​​HMI’s showroom at 220 Elm, the groups are presented under the Drew & Jonathan Home brand, highlighting the design aesthetic the brothers sought to achieve with the collections. .

“The Scott Brothers gave us four major style directions early on,” said Page Wilson, President of Pulaski and Chief Brand Dealer of Drew & Jonathan Home. “They gave us an excellent basis for work. … There is a design theme behind each one that we will continue to draw from.

In particular, each collection offers a unique take on where the brothers have lived over the years, from their childhood in the Pacific Northwest to the places they now call home.

“They are really involved in the design process,” said Laura Aldrich, executive vice president of licensing at Scott Brothers Global. “They are so passionate about the product they’ve put their name on and are very involved in the process. It creates a truly authentic experience for the customer.

Boone added that this unique design approach has allowed each brand to pursue a style direction that they might not have taken on their own. He believes these styles, along with the Scott brothers’ name on the product, will help them be successful in the market.

Wilson agreed, noting that the brand is expected to appeal to many different segments of the market.

“Made for the consumer who appreciates thoughtful design, Drew & Jonathan Home has something for everyone, with a variety of styles with quality materials, all at affordable prices,” Wilson said. “These exciting new products are the result of over a year of collaborative efforts with the Scott brothers. The collections extend throughout the home, consisting of designs selected by several companies in the HMI segment, including Pulaski Furniture, Prime Resources International and Samuel Lawrence Furniture.

Boulevard, as the name suggests, features a “luxury design style” and features case pieces crafted with oak veneers in a dark gloss finish and with metallic accents, velvet fabrics, and custom hardware.

Catalina has a more casual design, with a lighter finish that highlights the wood grains. Wood pieces feature low profiles, while upholstered items feature relaxed linens in neutral tones.

Featuring pieces scaled to fit smaller homes, Essex is crafted with quartered and split oak veneers in a light gray finish. The textured wood surfaces provide a contrast to the velor upholstered items which provide “extra color and texture.”

Denman is crafted with oak veneers and features mixed media elements such as leather and steel accents. It is on a larger scale “with lower and deeper profiles, inspired by the classic arts and crafts design movement”.

The product should be marketed in the fall.

“We’re excited to help bring this new brand to market,” said Mary-Price Furr, vice president, marketing / corporate communications and licensing at HMI. “This is a great partnership with a strong brand. Together, we collaborated not only on the products, but also on the showroom layout and retail hardware, each carefully designed to bring the visions of the brothers to life and help improve homes across the board. North America with thoughtful pieces for every lifestyle.

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