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Country Living Magazine And Lane Home Furnishings Announce Expansion Of Successful 'Country Living Collection By Lane' Furniture

Furniture World Magazine


Country Living, a leading shelter magazine and authority on classic American style and design, has again joined forces with Lane Furniture to introduce a second generation of products that exemplify country style. The expansion builds on the success of the first Country Living Collection by Lane, which was the most successful furniture launch in Lane's 99-year history. The 2004 collection will be introduced on April 22 at the upcoming International Home Furnishings Market in High Point, NC ? the largest wholesale trade event in North Carolina and the "Furniture Capital of the World." "The expanded Country Living Collection by Lane is an American interpretation of our rich national heritage," said Skipper Holliman, vice president of sales and marketing, Lane Furniture. "The pages of Country Living provided us with a wealth of inspiration for these pieces. They reflect a range of influences, from the sophisticated modernism of today's country style to the traditional flavor of 18th century English and Scandinavian interiors. Nowhere else will our customers have access to the breadth of such contemporary country styles as these and the tradition of quality that Lane represents." The new products complement an inaugural collection that debuted in October of 2002. The new expanded line features 130 new items for every room in the house, including extensive dining and bedroom sets, buffets, credenzas and armoires, and upholstered pieces with quilting, soft suedes, and warm velvets. Where the original collection was casual and "traditionally modern country," these pieces have a more refined and somewhat sophisticated aesthetic. While the price points for the new collection will be slightly higher than those of the original one, most major pieces will be available for less than $1,000. In addition to the furniture collection, Country Living and Lane offer the Country Living Details Program by Lane, whereby furnishings will be presented in a "suite by suite" format with pieces by licensed manufacturing partners. In essence, this is a "one-stop shopping" approach for consumers to create a complete Country Living look in their homes. In addition to Lane products, shoppers will find portables and fixtures by Murray Feiss Lighting, wall d├ęcor by Fetco, bedding and accessories by Dan River, and quilts by PDK. These pieces will be available exclusively to Country Living by Lane dealers. "Our expanded collaboration with Lane is an exciting new chapter in the evolution of country style," said Glen Ellen Brown, vice president of Hearst Brand Development. "We have de-mystified the decorating dilemma once and for all: every element of the Country Living look is now available in a single place. Shoppers can integrate these pieces with heirlooms, flea market finds and modern basics to get the collected look that reflects the Country Living aesthetic, which is accessible, affordable, and comfortable." Although the second generation of the furniture collection will debut this spring, Country Living and Lane Home Furnishings will launch the expanded collection at the High Point International Home Furnishings Market in October. They will continue to expand the product offering with specific goals including rugs, carpeting, accessories, and tabletop items. Founded in 1978, Country Living is published by Hearst Magazines, a unit of The Hearst Corporation (www.hearst.com) and one of the world's largest publishers of monthly magazines, with a total of 18 U.S. titles and 140 international editions. No other major magazine publisher has launched and acquired more successful magazines in the last five years. Hearst's magazines are read by more U.S. adult women than any other monthly magazine publisher. The company also publishes 18 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited. Lane Home Furnishings is a subsidiary of Furniture Brands International (NYSE: FBN), the nation's leading residential furniture manufacturer.