Last market, American Drew combined a significant amount of research and development with a mix of casual styling and created their new medium-priced line aptly named PROFILES. The line was so well received by both major and independent retailers that the company has expanded the line this market with two new lifestye designs.
“As we launched PROFILES last market, it was our hope that retailers would understand our focus and direction and ultimately adopt our philosophy regarding true lifestyle home furnishings. We soon realized that they firmly agreed and they proved that with their commitments.”, said Johne Albanese, VP-Marketing for American Drew. “From there, it was a natural progression to identify and capture two more lifestyle categories in an effort to round out our selections. In this way, the retailer broadens his or her appeal as they speak to this 60 million strong consumer base.”, he added.
The first of these is the new Bryant Park collection. Bryant Park is named after the famous fashion headquarters in New York and features bedroom, dining room, entertainment, and occasional pieces. It boasts a soft, contemporary style with a pickled oak finish on white oak veneers and oak solids. As with all the PROFILES collections, Bryant Park can be easily taken casual, contemporary, or even modern, depending on the tastes of the individual consumer. Simply through the use of accessories and other accents, Bryant Park will be as unique to each consumer as they are themselves. With two bed options, three dining options, and including the various features that made last market’s launch of PROFILES so successful (butterfly leaves in all tables, corner chests, asymmetrical entertainment, and more!), Bryant Park is sure to be a great success with today’s more casual lifestyles.
The second collection to be introduced this market is Creston. This lifestyle collection takes the consumer on a more rustic journey, and features a rustic, slightly distressed fruitwood finish over pecky pecan veneers and Asian hardwoods. The pieces include three table choices, two beds and superbly designed entertainment and occasional items. And the rustic feel of the collection can go from country to casual to lodge to farmhouse. It all depends on the consumer’s taste. And again, that’s what PROFILES is all about!
In keeping with the PROFILES concept, all of the items are scaled down slightly so that they will fit into the majority of American living spaces with ease. They will look comfortable and fitting wherever they are without overpowering either the room or the design choices of the consumer.
“With the resounding success last market of PROFILES, we felt it was a natural step to add two more lifestyle choices for consumers. Both Bryant Park and Creston speak to today’s lifestyle consumer in words they might have written themselves and maintain the focus of allowing the furniture to be the canvas of the room that consumers can then build on to create their perfect and very personal lifestyle.”, said Jack Richardson, President of American Drew.
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