Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, October 22, 1994 TAG: 9410240034
SECTION: BUSINESS PAGE: A6 EDITION: METRO
SOURCE: SANDRA BROWN KELLY STAFF WRITER
DATELINE: LENGTH: Medium
On Friday, the Henry County furniture manufacturer announced that it has a licensing agreement with Hook to produce a line of home furnishings to be merchandised with bedding, blankets and clothing already produced under the Hook name.
The announcement was made during the International Home Furnishings Market, the furniture industry's major wholesale event, but it had been one of the worst-kept secrets of the autumn show.
Trade publications already reported the Hook-Bassett relationship. However, Bassett still considered the decision to make "Hook" furniture so important that it threw its first-ever party for members of the news media.
The agreement with Hook gives Bassett more access to upscale retailers, Rob Spilman, executive vice president of marketing for Bassett, said.
Noting that the company already has been successful with collections that included bedroom, dining room, occasional and upholstery, Spilman said it was logical to move toward an agreement to make a collection with a fashion name.
Hook, which has headquarters in New York, is a licensing company, meaning it does not manufacture any of the products that carry its name. Among the major department and speciality stores that carry Hook's fashion brand are Macy's, Dillard's, Abraham & Strauss, Hecht Co., Talbot's, Bloomingdales and Belk.
Beginning in the mid-1980s, it began adding home fashion items to its apparel lines, and with Bassett as its exclusive furniture licensee, Hook will be able to offer stores a total home package.
Bassett's name recognition was a major factor to Hook, said company founder and Chairman Max Raab.
The companies did not reveal details of the new Hook furniture designs, but Johne Albanese, Bassett vice president for marketing, said consumers could expect the collection to be eclectic.
Hook describes its products as a "classic traditional" look, but that won't mean 18th century, Albanese said.
"The fabrics we're looking at are a lot of paisley and plaid, and that's all I can say," he said. Bassett intends to keep the Hook look under cover until it's ready to debut.
Tying in with a name brand or designer is a trend in the home furnishings industry.
Another Henry County manufacturer, Stanley Furniture Co., recently introduced a 120-piece Norman Rockwell collection, which incorporates design elements from the artist's most famous paintings.
Other name collections include the Alexander Julian Collection from Universal and a new Bob Timberlake Collection from Lexington. In April, Lane Furniture Co. of Altavista introduced pieces by New York art-furniture designer Dakota Jackson.
The Associated Press contributed information to this story.
by CNB