"I selected Bassett because I was looking for a partner that has a heritage of excellence"
John Elway

Bassett Furniture Industries is teaming up with NFL great and business entrepreneur John Elway to develop Elway Home. The line rolls out with home entertainment in addition to motion furniture and is scheduled for unveiling in August to the company's Bassett Furniture Direct dealers in Las Vegas. The new product also will be on display to all Bassett retailers during the October Furniture Market in High Point, N.C.

The furniture collection is part of Elway's strategy to develop an American Lifestyle Home Brand that is inspired by his love of nature and comfortable lifestyle. Initially, the Elway Home Collection will focus on home entertainment centers along with a coordinated collection of reclining sofas, sectionals and chairs. Elway will headline Bassett's renewed emphasis on the burgeoning home theater category.

"We believe our new partnership with John Elway is a tremendous opportunity for us to bring added excitement to our dealers' showrooms," said Robert H. Spilman Jr., Bassett President and Chief Executive Officer. "There is a proliferation of new electronic options available for consumers in the home theater area, and Bassett and John Elway plan to become a significant player is this exciting category."

"I selected Bassett because I was looking for a partner that has a heritage of excellence. The furniture collections offer style, value and comfort. I found it all with Bassett," said John Elway.

"My Business Manager Jeff Sperbeck and I, along with my business associates at Moretz Marketing, developed our vision for Elway Home, and Bassett is the company with the quality and style to deliver it," added the future Hall of Fame quarterback.

Elway, known for his come-from-behind wins, led the Denver Broncos to back-to-back wins in Super Bowl XXXII and XXXIII. Since his retirement from football, this American sports icon has become a successful businessman. One of the most recognizable sports figures in the U.S., Elway scores well with both men and women in Bassett's target demographic.

Promotional plans are underway for the Elway Home brand. Bassett Furniture Direct stores across the country plan to dedicate a significant amount of floor space to the new collection, and Bassett will promote Elway Home in advertising programs.

While the company continues to sell its products to other retailers, the most significant growth vehicle for Bassett continues to be the company's dedicated retail store program. Bassett Furniture Direct, which was launched in 1997, not only created a new prototype store, but also included an internal cultural transformation aimed at re-focusing the company first as a marketer of furniture, rather than simply a manufacturer.

The Company plans to open 20 to 25 new stores each year for the next five years with a goal of about 300 stores nationwide.