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Tommy Bahama is intent on covering all aspects of lifestyle, including furnishing homes.
This story first appeared in the July 18, 2012 issue of WWD. Subscribe Today.
The company is set to unveil its first 5,000-square-foot showroom for home merchandise on Aug. 15 at the Fashion Island shopping center in Newport Beach, Calif.
Tommy Bahama isn’t just about clothing — and the showroom will help the brand communicate that message to its customers. It is designed to demonstrate that Tommy Bahama’s coastal living sensibilities are suited to homes.
“When you do home, it’s the opportunity to license the Tommy Bahama experience,” said Chrisann Furciato, vice president of licensing for the brand. “Now we can create the world of Tommy Bahama and showcase it in one place.”
The category’s merchandise includes furnishings for the bedroom, dining room, living room, media room and home office. Besides furniture, it will carry rugs, ceiling fans, table linens, bedding, glassware and tabletop accessories. Typical prices will be from $1,500 to $2,000 for a queen bed, and $3,900 to slightly more than $5,000 for a dining set.
Amid a re-created island environment speaking to the brand’s DNA, vignettes in the showroom include products from different collections and show how merchandise can be mixed and matched.
“To really showcase the line, you have to be able to see not just a bed, but also the bedroom,” she said.
Tommy Bahama’s most popular collection, Island Estate, concentrates on rich, dark colors while The Ocean Club group has light woods and airier detailing — more along the lines of a beach house.
“We’re not just looking to appeal to the Tommy Bahama guest, but also the designer market in general,” Furciato said.
The strength of another grouping, Road to Canberra, is entertainment pieces that are placed throughout the showroom. Furciato said, “It’s about being able to hide your TV in an inventive way, or to be able to marry [your entrainment furniture] with one of those big flat-screen TVs.”
Furciato declined to specify the sales generated by Tommy Bahama’s home licensing business, but she said home is the company’s most profitable licensing category. Tommy Bahama plans to launch outdoor furniture in late fall, which will be produced by Lexington under a licensing agreement.
At the moment, Tommy Bahama doesn’t have any additional home showrooms in the works, but is open to spreading the concept in the future.
“We’re looking to start out in Newport. The whole thing at Tommy Bahama is the crawl, walk, run theory,” said Furciato. “We’re starting out and pushing it big, and then we have intentions to roll out further home stores if it’s successful.”