LAS VEGAS— At the Winter Las Vegas Market, Atlantic will demonstrate how it is becoming a broader based furniture resource, introducing show participants to three recently launched brands and the products it has developed under those banners as well as additional fresh items carrying its namesake label.
Indeed, the intention with the brands is to create furniture lines that serve different retail segments and, even if there may be some overlap in terms of distribution, by addressing key consumer trends in each.
In a way, one of Atlantic’s branding initiatives is a rebranding, as it applies a new label, ürb Space, to its Millennial-targeted, urban lifestyle accent furniture line, which includes items intended to suit small-space living whether inside a home or outside in settings such as balconies.
Leo Dardashti, Atlantic president and CEO, told HOMEWORLD BUSINESS® that new branding highlights the company’s decision to recast the accent furniture line as “more upscale with more storage and organizational orientation. We’re coming up with product for the urban space. It’s accent furniture but multi function particularly in respect to storage and organization. And it will do different things for different parts of the home.”
The ürb Space brand, positioned for mass-market retailers, is scaled for apartment, loft and condo living and already includes a variety of home office furniture, shelving units, storage ottomans, tables, desks and carts.
Among the ürb Space assortments that Atlantic will unveil, the Urban Rustic Collection will feature multi-functional and modular designs as well as storage capacity in designs that pace current market trends. Dardashti pointed especially to a new collection of modular carts designed with interchangeable parts that allow consumers to configure a product so that it is suitable for a living room, then reconfigure it to help make the kitchen more functional.
The suggested retail price range for the ürb Space collection is up to $199.99, an Atlantic spokesperson stated. New products in the line start shipping in the second quarter. In conjunction with the debut, Atlantic has launched the urb-Space.com website that, in addition to displaying products, positions the brand with a newly created a logo and an adjoining credo: Functional & Chic
As it was preparing the ürb Space for launch, Atlantic announced that it has signed a licensing agreement that will result in a completely new brand, the Kathy Fielder Collection for Atlantic. Set to fall in the $99.99 to $499.99 SRP range, Atlantic developed the brand with Fielder, a Dallas-based designer, lifestyle maven and blogger.
Fielder has won a local recognition in the Dallas-Fort Worth area, in part through her segments on the local ABC-TV affiliate dubbed “The Fielder Report.” Already, bedding products under her Isabella Collection by Kathy Fielder label appear at retailers including Niemanmarcus.com.
The Kathy Fielder Collection for Atlantic previews at the winter market as a multi-functional modern and traditional lifestyle furniture line aimed at 28 to 50 year old home owners or upscale apartment dwellers with disposable income. Many of the brand’s designs address entertainment, storage and organizational needs.
Dardashti said the Kathy Fielder collection is positioned for department stores and high-end furniture retailers. Most of the items are ready-to-assemble and Atlantic characterizes them as home furniture solutions constructed from better, frequently mixed materials combining metal, wood, glass, fabric, plastic and stone.
Although the collection is under development, Atlantic plans for third quarter availability.
At the Fall High Point Market, Atlantic introduced its showroom visitors to The Italian Collection consisting of luxury market items featuring fashion-forward contemporary design. Interest was such that Atlantic has established a brand with Italian furniture maker Caimi that will introduce a product for the upper end of the retail market in the United States as well as commercial accounts, Dardashti pointed out.
The Caimi USA brand covers tables, desks, chairs and stools as well as coat rails and racks, hooks and hangers. The brand consists of case goods or items requiring minimal assembly. Caimi USA furniture construction is in solid wood, veneers, high-tech polymers and metal alloys, according to Atlantic.
Product availability begins in the second quarter. SRPs range from $299.99 to $2,999.99. Atlantic will begin taking orders for the brand in the second quarter. A website for the brand, Caimiusa.com, awaited launch at press time.
Atlantic continues to update its namesake product line, which includes both accent and more specialized furniture, and, under it, the company is particularly focusing on gaming desks.
“We continue to expanding our selection of gaming furniture, which continues to be successful for us,” Dardashti said. “We continue to show our gaming desks and stations, and we’re working with a couple of desks that are height adjustable for different uses, and if players want to stand or sit.”
Also included under the brand are media storage and organization, TV console and gaming storage products. The price range is similar to the ürb Space furniture assortment.
