Bassett Furniture Announces National Advertising Campaign

Furniture World News

Bassett Furniture Industries, Inc., a leading manufacturer and marketer of branded home furnishings, has announced plans to promote its new West End Collection using national television advertising and direct mail. The West End commercials (30 seconds) will run throughout the month of September on cable channels such as Style Network, E!, and HGTV. In addition, Bassett will be sending out nearly two million direct mail pieces to consumers' homes. The company will also continue the same message on its website. "The modern glamour of the West End Collection called for a sophisticated approach," said Michael Satterfield, Bassett's vice president of marketing. "For the last several months, Bassett has been learning more about its consumers. The West End commercials were developed based on findings from a comprehensive segmentation study we recently completed." The collection's clean lines are illustrated with a continuous, unbroken thread that flows through the entire spot. The black line traces the graceful curves of each piece, pausing only to write the words "glamour," "drama" and "sophistication." Yet it's the music that really sets the tone. Reminiscent of a Henry Mancini pop composition, the whimsical piece immediately lends timeless glamour, setting the pace for the ever-present black thread. West End broadcast and print art was created by Bassett's Marketing Group in conjunction with Atlanta-based agency, Frederick/Swanston. Bassett Furniture Direct stores feature model living rooms, dining rooms, bedrooms and home offices that show clearly the quality and versatility of the Bassett line. Knowledgeable sales people help with design ideas and fabric choices, and coffee bars add to the comfortable, welcoming ambiance. There are currently 127 Bassett Furniture Direct stores across the country. West End media is available to Bassett Furniture Direct stores for advertising and marketing in their local markets. Additionally, the brand is supported by in-store promotions and merchandising; direct mail pieces; and public relations. About Bassett Furniture Bassett Furniture Industries, Inc. (NASDAQ: BSET), is a leading manufacturer and marketer of high quality, mid-priced home furnishings. With more than 125 Bassett Furniture Direct stores, Bassett has leveraged its strong brand name in furniture into a growing network of licensed stores that focus on providing consumers with a friendly environment for buying furniture and accessories. The most significant growth vehicle for Bassett continues to be the Company's dedicated retail store program. Bassett's retail strategy encompasses affordable custom-built furniture that is ready for delivery in the home within 30 days. The stores also feature the latest on-trend furniture styles, more than 1,000 upholstery fabrics, free in-home design visits, and coordinated decorating accessories. For more information, visit the Company's website at www.bassettfurniture.com.