SLF's youth bedroom has doggy mascot
Branding effort is designed to convey safety, reliability and trust, company says
Thomas Russell -- Kids Today, 1/25/2011 12:08:31 PM
LAS VEGAS -- At case goods importer SLF, youth furniture is going to the dogs. It's part of a new branding initiative using Sammy, a golden retriever, as its mascot. It seeks to provide customers with a youth furniture line that offers safety, trust and reliability - not to mention good pricing.
Nine youth bedroom groups in the line offer beds starting at $249 retail and dresser mirror combinations retailing at $499.
"Although price is a major factor in most all furniture purchases, we found consumers are equally as interested in safety, reliability and trust when it comes to purchasing youth furniture," said Greg Noe, SLF president, in a statement. "What better spokesperson to reflect these values could we have than a loyal golden retriever named Sammy?"
Noe said the company has been researching the youth furniture marketplace for about 18 months. The Sammy line offers a variety of styles ranging from cottage and country to transitional and traditional.
"More than anything, we wanted to put some fun back into the furniture business," said Ed Tashjian, chief marketing officer for HMI, the parent company of SLF. "The best way to tell a story is to make it interesting, relevant and to have a hook that makes it memorable. We will promote this concept by giving away dog related premiums in our showroom including Frisbees and tins of mints in the shape of dog bones."
The brand has a Facebook page at www.facebook.com/SammyYouthFurniture.
The collections are available container-direct or from the company's warehouses on the East and West coasts. They're on display this week in the SLF showroom, World Market Center C-1401.
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