Unlike most furniture licensees, Century did not rent a name; it aligned with talent. Coming up with fresh new designs in our industry is not easy. This collection was based upon Oscar's own designs as well as adaptations of the extraordinary pieces he has collected over the past 40 years of a well-lived life.
An opportunity to partner with a fashion giant like Oscar de la Renta elevated the Century brand because of the quality and depth of the product, the charm and personality of the man, his enormous design talent, and the strength of his team. His furnishings, like his clothing, are the ultimate in taste, refinement, and elegance. It supported premium pricing allowing superior margins.
Kelly Hoppen for Century
Century had always been known as a "Traditional Brand." This introduction filled a gap in its product mix and generated publicity and acclaim from designers, retailers, and the press.
Kelly Hoppen is a collection of upholstery and case-goods created for the affluent and sophisticated consumer who has a high taste level and appreciates contemporary design, but requires smaller scale furniture for condo and loft living. This was a void in the Century product offering. Recognized worldwide for her Zen-like aesthetic and subdued palette, Kelly redefined the concept of pared-down luxury. Her harmonious designs blended Asian ideals of balance and symmetry with a modern sensibility.
The British Open Collection
This licensing project reinforced Century's core positioning. We partnered with IMC, the world's largest sports and celebrity management company to generate publicity and leverage the brand.
The Royal and Ancient is not only the birthplace of golf, but also the birthplace of casual elegance. The Clubhouses there offered the 19th century nobility a gathering place to unwind, boast of their game and enjoy a stout or ale after a round of golf. The furnishings at the club, while very elegant, were designed to be inviting and functional, as opposed to the more “museum-like pieces” that were also popular in that era.
The Richard Frinier Collection for Century
Century wanted to enter a new market that exploited its global logistics and upholstery capabilities. However, it did not have credibility in the outdoor category.
The solution was to seek out the best-of-the-best designer in the category and elevate outdoor furniture—which was mostly sold through retail channels—to luxury status and sell it through the design channel. Not only is this the fastest growing and most profitable segment of the business, it generated considerable publicity due to the status of the designer, and reinforced the Century brand as a fashion leader and innovator.
Monarch Fine Furniture for Century.
This license allowed Century to provide products that filled a design niche featuring exotic materials and a variety of old world construction techniques including: Fine Marquetry, Chinoiserie, Gold & Silver Leaf, Églomisé, Filigree and Gesso. While these products are imported, they are of such high quality craftsmanship and materials that they elevate the brand.
Licensing & Co-Branding
Co-branding, licensing and sponsorships can be an effective way to generate sales and premium margins, while at the same time elevating your own brand by leveraging the equity of another. When done for the right reasons, with the right partners, it can greatly increase awareness and preference. Click here for a checklist of factors to look for when engaging in a co-brand or licensed brand.
Below are a few of the licenses I developed from gap analysis, through strategic alignment, contract negotiation, the development of marketing materials and market introduction. Let me work with you to find the best fit to fill gaps in your line and to elevate your brand.
Century partnered with the National Trust for Historic Preservation to bring truly unique, time tested traditional styles to the marketplace. This project involved visiting sites on the National Register, identifying extraordinary items and rescaling them for the way Americans live today. It garnered a significant amount of publicity and raised the awareness and prestige of both brands.
Coastal Living is a lifestyle brand designed, sourced and distributed by Stanley Furniture. In this case, it was more advantageous to NOT co-brand which allows Stanley to gain additional floor placements on furniture retail stores.