NASHVILLE, Tenn. — Rooms To Go and Scott Brothers Global have announced a partnership on a multi-year, direct licensing program that will provide exclusive living room products to the consumer under the Drew & Jonathan for Rooms To Go brand.
Each collection will introduce multiple pieces in upholstery and occasional, centered around Drew & Jonathan’s three design aesthetics: modern, casual and refined.
To support the new program, which will be among the largest licensed brand launches in the retailer’s history, Rooms To Go has named Sean Cantrell as president of a new division specifically assembled to handle this initiative.
Cantrell, most recently president of upholstery at Lifestyle, has held a number of senior level sales and marketing positions on the manufacturing side and earlier in his career worked in merchandising at Rooms To Go.
The Drew & Jonathan for Rooms To Go launch is slated for the fourth quarter of this year and will be supported by a major advertising initiative featuring the brothers, timed to coincide with the launch, Jeff Seaman, CEO of Rooms To Go, told Furniture Today in an exclusive interview.
“One of the many things about the brothers that make them such exceptional partners is how great they are on television,” said Seaman. “We would be foolish not to take advantage of that.”
Rooms To Go will work with its existing partners as well as employing its own manufacturing capabilities to support the living room upholstery program, which will encompass motion as well as stationary upholstery.
Hooker Furnishing’s HMI Group will continue to be Scott Brothers Global’s licensee for the bedroom and dining categories, and it will be providing Rooms To Go with exclusive bedroom and dining room collections to round out their total home offering.
“Our team is excited to partner with Rooms To Go to bring quality and beautiful designs for the living room and home that families will love forever,” said Drew Scott. “This partnership is built on shared values between our companies and people, and an opportunity to bring a lot more Drew & Jonathan products to market.”
Added Jonathan Scott: “Our Drew & Jonathan brand is all about improving your everyday life through inspirational design and solutions for the home. The living room is one of the most special and beloved spaces in any home, as it’s where we want our family and guests to feel their best. So we’re thrilled to work with Rooms to Go to introduce the best feeling living room products created by us, for their customers.”
In keeping with the depth, breadth and scale of the new program, RTG’s Seaman indicated that the retailer will look to create store-within-a-store concepts that merchandise Drew and Jonathan branded product in a cohesive setting. The same strategy will be employed on the RTG website, where the brand will have a significant space and dedicated space.
The partnership will bring multiple, exclusive family- and gathering-centric collections and products for Room To Go and will be rolled out across all retail locations and online, covering 10 states and U.S. territories.
Unlike some other brands that are tied to a singular price positioning, the Drew & Jonathan assortment will span a wide range of price points, according to Seaman. “It’s more about solutions than one price segment,” he told Furniture Today. “There will be a significant range from really moderate to the high end for Rooms To Go.
“This is one thing the brothers are particularly good at is bringing solutions to people, whether it’s renovating or redecorating their homes. We want to make sure this carries through to the product assortment as well.”