Heritage Home Group Case Studies

In the past, Heritage Home Group was a leader in designing, manufacturing, sourcing and retailing home furnishings. During the time we represented them for several years, their portfolio of brands included some of the best known and most respected brands in the furniture industry including Thomasville, Broyhill, Drexel Heritage, Lane and others. Their core home furnishings as well as licensed products were distributed through a wide range of channels from specialized interior designers, traditional furniture retailers, specialty office & home to club/warehouse and mass merchant stores.

BCM developed and managed HHG’s licensing program with a focus on building successful, long-term businesses that are an important part of each of the brands overall product offering to consumers.

The licensed businesses were designed to reinforce and benefit directly from each brand’s distinguished history, consumer and retail awareness, market leadership position and powerful brand capital. The key objectives over 5 + years of representation were to extend the brands into new product categories where the brand capital matches those influencing retail needs and consumers purchase decision criteria. BCM developed numerous license partnerships where products were sold into existing and new distribution channels. Several of the brand extension licenses included multiple brands and the licensee leveraged them to offer multiple price points and also have strategic flexibility across retailer customers.