Vaughan Furniture Company And Nascar Announce Licensing Agreement -NASCAR Home Series to be unveiled at Fall Furniture Market

Furniture World Magazine

Vaughan Furniture Company, which has been crafting fine wood furniture since 1923, and the National Association for Stock Car Auto Racing (NASCAR) today announced an agreement for the NASCAR Officially Licensed Home Series of furniture. Under the agreement, Vaughan will introduce master and youth bedroom, casual dining room and media room pieces this October at the International Home Furnishings Market in High Point, NC. The new collection complements NASCAR’s House and Home category, which is currently comprised of mostly bedding and textiles. NASCAR’s continued growth – it is the second highest-rated regular season sport on television with 75 million fans across America – and Vaughan Furniture Company’s network of dealers eager to embrace the new line, were the key ingredients for a licensing agreement, according to Bill Vaughan, Chairman and CEO of Vaughan Furniture Company. “NASCAR is a sport that families enjoy together,” Vaughan said. “Most of the drivers are known as role models with strong values and down-to-earth attitudes. What better place to translate these values than in the home?” Vaughan cited a strong demographic and cultural match between NASCAR fans and family-owned Vaughan Furniture Company’s customer base. NASCAR fans reflect core American values, fall into every age group and live in every area of the country, he said. Forty percent of NASCAR’s fans are women. Additionally, 47% of NASCAR fans are between the ages of 25 – 44, a key buying group of furniture for the home. Vaughan plans to take a substantial number of the new NASCAR designs to the High Point pre-market showing in September, where furniture retailers will get their first glimpse of the new product line. With a high degree of brand loyalty, NASCAR fans are predisposed to bring the brand into their homes. Race-themed housewares such as blankets, pillows, wallpaper, towels, and comforters have all been consistent sellers at retail. “We are very pleased to forge this relationship with Vaughan Furniture Company, whose network of dealers nationwide will make these products accessible to all our fans,” said Mark Dyer, Vice President of Licensing & Consumer Products for NASCAR. NASCAR’s licensed product sales total approximately $2 billion each year. Surveys show that NASCAR fans are three times more likely to purchase sponsor’s products. The most avid NASCAR fans spend more than $700 on licensed products annually, and consume 8 hours of NASCAR programming weekly. NASCAR’s 200 active licensees include the apparel, accessories, collectables, electronics/toys, gifts and novelties, house and home, and publishing categories. NASCAR-licensed concepts include Silicon Speedway, NASCAR Café, NASCAR SpeedPark, and NASCAR America.