Powell Company Announces Michael Payne In-Store Promotion

Furniture World Magazine

The Powell Company announced that is is offering dealers an opportunity to participate in a major promotion in support of the furniture collections designed by interior and product designer Michael Payne. Michael Payne, the legendary host of TV's “Designing for the Sexes" will appear "live" in stores that have agreed to participate in the special "Red Carpet" promotional event offered by Powell. In support of the event and Michael's appearance there are customized TV commercials available, store event ideas, and prototype publicity copy for inspiration and guidance. Michael's best selling book "Let’s ask Michael" and sales training materials are also available. Each store will develop their own unique event and these aides are available through Powell. ”The program was introduced during the Las Vegas market”, says Tom Liddell, Vice President of National Sales. "We presented the program to some of our dealers and are optimistic that we will have a good number of participants. They liked the concept and came away with a better understanding of the value of a celebrity like Michael who as well as being a star, is seen by consumers as trustworthy and knowledgeable. The stores see the benefits in a "live” appearance backed by a good promotional program that will enhance both store traffic and sales." Michael Payne has already participated in several successful store events, including Babcock's and Kane's in Lakeland, Florida. Some additional stores joining the program include Orr's Furniture City, Clay Center Ks, Knight Furniture, Sherman TX, and The Vineyard Manor, Rancho Cucamonga Ca. According to Sean Slack, Vice President of Marketing and Merchandising for Powell, "The Michael Payne program features the best combination of celebrity endorsement with celebrity involvement. Michael is both a "celebrity" interior designer and a TV star, and now the furniture designer of the collections. This adds great credibility and value in the eyes of the consumer. During the many years he was host of his TV show he was invited into people’s homes to arbitrate and decorate because consumers believed and trusted him. Now they can visit a local store, see his new furniture collections and meet him in person... We think this is a winning opportunity for the retailer and hope to have many participating." There are four different groups in the Michael Payne Collections including the 7 Series, Hampton, Sloane and Mayfair. The “7 Series “is a refined high end style for the cool generation. It is offered in several wood finishes and has an exposed silver finish steel frame and custom handles that provide dramatic contrast to the woods. The "Hampton" group is a collection of refined country pieces that warm the heart. Attention to detail such as touches of faux crystal glass knobs, bails and finials on each piece, along with arched moldings provide dramatic face detailing. Rust color arched metal accents and hardware add contrast. The “Sloane" collection, contemporary and sophisticated, reflects the style and pace of London's Sloane Square. Its transitional styling appeals to urban, professional lifestyles with its rich Walnut veneers and Wenge (Merlot color) finish. The sleek lines are accented with custom brushed chrome hardware, inlay discs and feet. Rounded molding that matches the hardware design makes the look. "Mayfair", the most recent introduction is a departure from the first two contemporary lines (7 Series and Sloane) and from the "Hampton" country furniture collection. "Mayfair" is Michael's interpretation of classic, traditional design and reflects the refined old world elegance of the Mayfair section of London. There is, as always with a Michael Payne design, an aura of understated sophistication...the ornamentation is subtle and quiet with beautiful detailing and finish. Each collection will feature master bedroom, casual dining, occasional and home entertainment. The Powell Company based in Culver City, California, imports and distributes furniture to retailers around the world. Says Sean Slack, Vice President, Merchandising and Marketing, "Though we have targeted a young customer we feel that our collaboration with Michael Payne makes these collections appropriate for any and all audiences looking for outstanding design and construction".