HHG Youth / Kids Furnishings

A strategic license partnership that combines an industry leader with the most consumer-recognized, premium furniture brands —Thomasville®, Broyhill® Lane® and Drexel Heritage®–for Youth/Kids Furnishings.

Brand Capital Marketing worked collaboratively with the licensee to develop launch strategy and overall long-term business plan to ensure the product offering would enhance the brands and meet both consumers and retailers needs in the market.  Our overall role was not only to develop a strategy to extend several HHG brands into youth/kids furnishings but also conduct extensive due diligence in the industry to identify the best license partner for HHG, negotiate the license agreement and remain involved consistently to ensure both parties maximize their partnership over many years to come.

The efforts by BCM and the Licensor as well as Licensee have resulted in beautifully designed high quality youth/kids collections under nationally trusted brands.  The program has also generated millions of dollars in sales having sold into multiple retail channels.  The range of products include the exquisite Lane branded nursery glider chairs and the Thomasville Kids Cribs that are the focal point of a baby’s nursery to the Broyhill Full Captain’s Bed that is well-made, sturdy and durable.  Each product and collection is the ultimate choice for any kids bedroom and made to last for many years.