Strategic Gift Housewares Merger: Concepts 4 Unites With Boston Warehouse

Furniture World Magazine

Creating one of the most complete and dynamic resources in the home furnishings industry, the principals of Concepts 4 and BOSTON WAREHOUSE announced the merger of their companies under the BOSTON WAREHOUSE Trading Corporation name. Senior management of both companies were motivated to leverage their strength in the marketplace by uniting two successful, creative niche marketers with compatible lines. With the addition of Concepts 4, BOSTON WAREHOUSE revenues will top $30 million and cover a broad range of product. Concepts 4 is best known for strong seasonal programs in wicker baskets, acrylic and malamine serveware, as well as candle accessories. Boston Warehouse is best known for "From a marketing standpoint, Concepts 4 fits right in," said Peter Jenkins, founder and President of BOSTON WAREHOUSE. "This move is good for both of us, and we're creating an even more significant player in the industry. It's an adventure. That's what I like." Sandy Lack and Chuck Hoffman, who founded Concepts 4 and built the company over the past decade, have joined the BOSTON WAREHOUSE management team as senior executives. Formerly located in Beverly, Massachusetts, Concepts 4 operations have moved to BOSTON WAREHOUSE headquarters in Norwood, Massachusetts. "One of the many advantages of this merger is the fact that we can now offer BOSTON WAREHOUSE customer service, including EDI support, to Concepts 4 retailers," said Chuck Hoffman. "As we consolidate systems, we're trying very hard to avoid disruptions and to provide consistent service to retailers." The merger of BOSTON WAREHOUSE and Concepts 4 was completed September 1, 1999.   BOSTON WAREHOUSE BACKGROUNDER: They make swizzle sticks for gift shops at Disney World. They create unique cheese spreaders and ceramics for Williams-Sonoma. They supply over ten thousand retailers across the country with everything from Rainbow Trout Clocks to Hula Frog Chip & Dips to Bluebird Baker's Pie Sets. They also design casual home furnishings for today's lifestyles and uncommon tastes under the BW Home banner. They're Boston Warehouse, the leader in "creative ideas for home entertaining™." A Company with Personality : Pursuing his dream of starting his own business, Peter Jenkins founded Boston Warehouse in 1974. Initially, the company distributed distinctive European imports -such as English pottery and whimsical three dimensional oven mitts - in the U.S. Peter, who was originally from Manchester, England, selected Boston for his warehouse because of its accessibility to shipments from Europe. Then Peter had a brainstorm. "I wondered what would happen if we found some really creative people and listened to them," he said. -The first Boston Warehouse original was a terra cotta garlic cellar, designed by Wade Bentson. Introduced in 1980, it was a huge bestseller and was quickly followed by a line of innovative terra cotta kitchen accessories. Based on this success, Boston Warehouse phased out its distribution activities in the mid-1980's so it could focus completely on original trend-forward designs. Today Boston Warehouse makes hundred of products - some designed in-house and other designed by major licensed artists such as Susan Winget and Debbie Mumm - with over a hundred new product introductions each season. Annual sales, now over $25 million, have increased tenfold since Peter Jenkins made the strategic shift to original designs with the Boston Warehouse personality.