A.P. Inds. releases second Olsen group
By Jeff Linville -- Kids Today, 4/1/2007
Canadian manufacturer A.P. Industries introduced a second licensed collection with actresses and entrepreneurs Ashley and Mary-Kate Olsen at last month's High Point Market.
The Home Essentials group picks up where the first line left off. The mary-kateandashley collection targeted pre-teens with customized finish and hardware choices. This time, A.P. Inds. offers a more mature look that still provides choices with 19 available finishes.
The licensing agreement between A.P. and the twins' Dualstar Entertainment Group came up for renewal last summer. As the original group grew quickly from an April 2005 introduction to the best-seller in the line in less than a year and a half, the decision was a no-brainer, said Gary Bryant, vice president of sales and marketing in the U.S.
In announcing the collection two years ago, Ashley Olsen said the designs reflect what felt comfortable to her and her sister and what they thought children would love. She hinted at wanting to expand beyond little girl styling, saying, "My sister and I have a very sophisticated taste when it comes to designing."
The group certainly is more mature, borrowing from Northern European traditional designs so that the furniture would be just as suited to a second bedroom or second home.
"Mary-Kate and I have worked very closely with our executive designer and A.P. Industries to design a furniture collection with an elegant yet casual style," Ashley said. "Mary-Kate and I love the mix of straight lines with gently curving shapes, and the fluted legs give an overall delicate feel to the items."
"Ashley and I recognize stylish furniture options for teens are hard to find," said Mary-Kate. "Our new furniture collection is consistent with our overall home line. We offer girls the opportunity to create a unique space of their own that is fun, sophisticated and feminine."
The original licensed group was the most expensive suite A.P. has ever developed, Bryant said. The beds — Victorian cottage in birch solids and veneers — ranged from $599 to $799. Home Essentials hits a slightly lower price point with twin beds ranging from $499 to $599.
"This brand-new collection has been specially designed to meet the needs of girls from 6–18 and beyond," said Daniel Benjamin, A.P. president. While the style can satisfy teens, the softer color options can appeal to younger kids. And, Bryant noted, this group includes a bunk bed, which the first one did not.
"Our wide selection of items and finishes allows girls to express their individual style," Benjamin said. "The look combines refined elegance with a casual appearance and has universal appeal. We are extremely excited about the launch of this fresh, new collection."
The collection includes full and queen bed options, night stands, armoires, computer desks, hutches, dressers, sweater chests with door, and mirrors. The group has rounded top corners for safety and side roller glides for easy, lasting operation. Among the finishes offered are some soft pastels inspired by Swedish designs. Bryant said extended winters in the northern country pushed designers to pick cheerful color palettes.
Forbes magazine recently named the sisters, 20, Hollywood's top-earning stars under 21 with a combined income of $40 million in 2006. Their corporation, begun when they were only 7 years old, at first focused on the girls' film careers and merchandise. Now, however, Dualstar has expanded the mary-kateandashley brand into apparel, cosmetics, fragrances and home décor.
In addition to this furniture introduction, the Olsens are developing a new contemporary brand for its other product categories which will launch late 2007.
The second licensed collection from Ashley and Mary-Kate Olsen has a more mature design. A.P. Inds. will offer 19 finishes to allow kids to choose the look that fits them best.
