Magnussen, new Salt Life owner greenlight three new furniture collections for Market
Magnussen Home will introduce three new furniture groups under the Salt Life license it acquired last year
GREENSBORO, N.C. – Magnussen Home will introduce three new furniture groups under the Salt Life license it acquired last year, doubling the brand’s furniture offerings for the upcoming High Point Market.
It’s the first launch since Magnussen landed the license last summer and the first since the Salt Life brand was acquired by new owner Iconix. In early July, Delta Apparel, Salt Life’s former owner, filed for bankruptcy, putting Magnussen’s license into question.
Iconix appears optimistic for the brand. It has announced a variety of new products for the home – like bath towels, tableware and décor – and gave the green light for more furniture from Magnussen.
“Salt Life is more than a brand; it’s a lifestyle,” said Lauren Steinke, senior vice president of home at Iconix, which owns a variety of lifestyle brands. “We’re thrilled to partner with Magnussen to bring the relaxed beach vibe into homes with beautifully crafted furniture that reflects our essence.”
“Iconix is taking Salt Life to the next level,” Magnussen Chief Product Officer Adam Tilley told sister publication Furniture Today. “They’re investing in it and pouring in a bunch of marketing expertise.”
The three collections will differ in size and scope from last year’s launch, which featured three similarly sized collections but with different themes. This time, one new collection is more “whole home,” encompassing bedroom, dining and upholstery. Another features two bedrooms and two dining tables, while the other focuses on the bedroom category only – featuring three bedrooms and storage beds.
Pricing has also changed. Last time, the three collections had a ‘good, better, best’ pricing tier. This time, the lower ends will be more rounded out. “I would say we’re strengthening the ‘good’ and ‘better’ tiers,” Tilley said. “The first round was more ‘best.’”
Despite doubling the SKUs from last time, Tilley says Magnussen doesn’t want to produce too much all at once.
“There’s only so much appetite out there for new product,” he said. “We want to be judicious with the number of SKUs from a practical standpoint, but we also want to build up some critical mass within Salt Life. We want to get to all kinds of looks and price points.”
Other than Salt Life, Magnussen is planning quite a bit of new product: At least 20 new bedrooms and 30 occasional groups for the core Magnussen brand. Around four new bedrooms are also in the works for the company’s more premium Thirty One Twenty One brand.
“We have a lot of new product coming, but Salt Life will be the main focus of the showroom,” Tilley said. “We’ll highlight it in our main area. With all the noise that’s been around Salt Life – with the new owner and everything – I think it’ll be big for us.”
A new website has launched for the brand. Check it out here, and see the brand in-person at Magnussen’s International Home Furnishings Center showroom, space M-810.
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