Target adds Thomasville brand |
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| Target adds Thomasville brand July 07, 2001 By Tom Edmonds MINNEAPOLIS -- Target, the hipster of the big three national discount chains, has added a new Thomasville brand to its furniture lineup. Creative Interiors, the ready-to-assemble furniture division of Thomasville, has developed a proprietary label for the nearly 1,000 Target stores. The new brand, called Renovations by Thomasville, now represent about 80% of the Target's case goods. "This is something we've been working with Target on for close to a year," said Phil Miller, Thomasville's vice president and general manager in charge of the Creative Interiors division. The flat-pack Renovations by Thomasville product is an exclusive for Target, unrelated to the Thomasville Home Furnishings store program and its case goods. "The positioning of this new name with Thomasville prominently noted is a reflection of our confidence in Target and Target's confidence in us," Miller said. "We are very excited about the opportunity to develop this new brand. Of all the national discounters, Target, with their style format and their interest in upgrading their product and their look, really seemed like a good fit for a new brand using the Thomasville name." Target stores are part of Minneapolis-based Target Corp., which operates department stores as well as the 991 Target discount stores. A Target spokesman declined to comment on the program. Miller said the Renovations collection is the only furniture in Target that is identified by supplier. It includes 30 SKUs for bedroom, home office, entertainment and storage, with price points mainly in the $49 to $149 range. In some cases, the Renovations label is replacing the existing house brand for furniture, Furio, some of which is made by Creative Interiors. For instance, at one Target superstore, in Roswell, Ga., the store seemed to be selling its Furio stock of the Spinnaker collection and replacing it with Renovations boxes, the product's design unchanged. Typical of Target, the Renovations by Thomasville collections are small-scale contemporary designs with stylish accents, such as perforated metal dividers, contrasting gray plastic feet and brushed silver hardware. "What we're trying to do is create a recognized brand," Miller said. <From Furniture> |
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