VF Corp.’s Wrangler brand is making its first foray out of the apparel and fashion world by licensing the rights for a line of Wrangler Home products. The company assigned the rights to produce furniture bearing the brand name to Flexsteel Industries Inc., a Dubuque, Iowa-based manufacturer.

This story first appeared in the November 6, 2003 issue of WWD. Subscribe Today.

Products bearing the Wrangler Home name, primarily wood and upholstered furniture such as couches and tables, are to be introduced next fall at a furniture trade show in High Point, N.C.

“We feel that we have a good brand positioning that lends itself to the home category,” said George Weldon, director of licensing for Greensboro, N.C.-based Wrangler. “We’re ‘Real Comfortable Jeans’ and we continue building on that with ‘Real Comfortable Home.’”

He said Wrangler plans to pursue other licensing deals outside the apparel arena, with the intent of extending its reach as a lifestyle brand.

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