"I selected Bassett because I was looking for
a partner that has a heritage of excellence"
Bassett Furniture Industries is teaming up with NFL great and
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
"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
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
The Company plans to open 20 to 25 new stores
each year for the next five years with a goal of about 300
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