LifeStyle Furnishings International Selects HomePortfolio.com to Provide Internet Marketing Solutions

Furniture World Magazine

LifeStyle Furnishings International, one of the world's largest home furnishings manufacturers, has engaged HomePortfolio.com to strategically align the Web presence of its multiple operating divisions around a newly-designed corporate Web site at www.lfihome.com. The new corporate site, designed and powered by HomePortfolio, went live on Jan. 1, 2001. "Our intention is to broaden LifeStyle's visual 'footprint' or exposure to consumers using the Internet as an informational tool by designing a simple but effective hub-and-spoke architecture," said Robert Stamper, vice president of marketing and business development for LifeStyle Furnishings. "The function of the corporate Web site is to position LFI's leading brands to the trade, potential retailers and consumers, and then facilitate easy links to and between our divisional Web sites." In addition to the development of the corporate site, the initial phase of the project will include the creation of new Web sites for Universal Furniture, the Alexander Julian furniture brand, and Beacon Hill Showrooms. It will also include significant enhancements to the existing Drexel Heritage site. HomePortfolio Chosen for Enterprise Strategy "By designing a solution from an enterprise point-of-view, and selecting the right technology partner, we have a unique opportunity to leverage LFI's scale and HomePortfolio's alliances to drive significant traffic to our retailers," said Stamper. There will be no direct sales of home furnishings products on any LFI Web sites, nor does HomePortfolio itself engage in e-commerce. All Web sites will be based on a dealer-referral model. Upon entering their ZIP code, consumers will be directed to the nearest authorized retailer. Products from LFI's divisions will be featured on HomePortfolio.com, the leading Internet destination for the best in home design, as well as through selected allied partners. HomePortfolio has strategic alliances with the American Society of Interior Designers (ASID) and the leading home design media companies Home & Garden Television (HGTV), CondéNet (an affiliate of Condé Nast, publisher of House & Garden and Architectural Digest), Meredith Corporation (publisher of Traditional Home and Better Homes and Gardens) and Excite@Home. "We chose HomePortfolio because it met our key requirement of strengthening our relationships with existing retail channels while promoting our brands effectively to the consumer," said Alan Cole, president and CEO of LFI. "We were also attracted by the high standards HomePortfolio has set by creating a user experience that is both easy and elegant." Dale Williams, CEO of HomePortfolio, said, "HomePortfolio is excited about partnering with LFI to educate consumers about its brands in every stage of the buying process. LFI has demonstrated vision and leadership within the industry by approaching its Web strategy on a enterprise basis, leveraging its formidable scale." Web hosting and development are among the products offered by HomePortfolio as part of its suite of e-Business Solutions for the home design industry. In addition, HomePortfolio provides Online Showrooms, Online Catalogues and Brochures, e-mail marketing campaigns and Designer Profiles. Other recently announced partnerships include Design Center of the Americas, Portico, Walker Zanger and Waterworks. About HomePortfolio.com: HomePortfolio.com, the leading Internet destination for the best in home design, helps people envision and create their dream homes. HomePortfolio.com offers consumers the world's largest database of home design products, online portfolios for saving and organizing favorites, the ability to e-mail content to a friend and information about where to buy the products. HomePortfolio.com helps manufacturers, retailers and design professionals connect with those consumers with a suite of e-Business Solutions created especially for the home design industry. About LifeStyle Furnishings International Ltd.: LifeStyle Furnishings International (www.lfihome.com) is one of the largest manufacturers and marketers of home furnishings in the world, with approximately $2 billion in annualized sales. The company's diverse product lines address all major style categories and price points with case goods, stationary and reclining upholstery, decorative accessories, fabrics and designer showrooms. LifeStyle Furnishings International companies include Henredon, Drexel Heritage, Lexington Home Brands, Universal, Berkline, BenchCraft, Maitland-Smith, La Barge, Beacon Hill Showrooms, Sunbury, Ametex and Robert Allen. In addition, LFI has licensed design partnerships with Ralph Lauren Furniture Collection, Nautica Home, Alexander Julian at Home, Bob Timberlake, Lillian August, Tommy Bahama, Waverly, Pinehurst Resort, The Southern Living Collection, The Palmer Home Collection and The Jack Nicklaus Collection.