Powell's High Point debuts
Powell builds on success of LittleMissMatched; addresses need for boys groups
Jeff Linville -- Kids Today, 4/8/2008 1:13:00 PM
AT THE MARKET – Powell Co. is making a strong push in youth furniture this market, looking to build off back-to-back record markets.
Powell’s success began with the October launch of the LittleMissMatched licensed girls collection. The case goods and occasional importer continued that growth at the January Las Vegas Market, where officials said the company broke all sales and attendance records.
For this market, Powell adds to some existing collections and debuts a videogamer’s loft bed and a boys group that reflects the fun of LittleMissMatched.
Mixter Max is an urban teen metal group in silver frames, dimpled drawer fronts and accents in bold shades of green, blue and orange. The group is a mix of modular case pieces and accessory add-ons for storage, study and gaming — the most important factors in today’s tween and teen boys’ lives, according to the company.
Accessory pieces include storage for CDs and DVDs, a mount for a flat-screen TV, speaker attachments, a basketball frame and net, an iPod dock and cell phone shelf, mesh fabric magazine pockets and dry-erase boards – all of which boys can mix up to make their space their own. Clear glass doors allow light to shine through and also create a writable surface for personal expression.
“We’re thrilled to be bringing the excitement of LittleMissMatched to a boys group,” said Tom Liddell, senior vice president of national sales. “LittleMissMatched was our most successful licensed program in Powell’s 40-year history, and we expect Mixter Max to generate the same kind of buzz.”
“The furniture industry has been trying to figure out what tween and teen boys want for years, and now we have the answer – the ability to create their own space and change it around as often as they like, using accessories that speak to their lifestyle,” said Anne Russell, vice president of merchandising.
Also this market, Powell is debuting what it calls “the ultimate gamer’s headquarters” with the HQ Escape loft bed.
The charcoal gray metal bed is accented with diamond tread plate texture to the drawer fronts and chrome accessories. It offers a flat-panel TV mount, storage cubbies, wire management for electronic accessories, and electrical docks for MP3 players, cell phones and video games.
“We know that today’s kids spend a lot of time in their rooms not just studying and sleeping, but playing video games as well,” Liddell said. “The HQ Escape addresses that need by providing an all-in-one bed with the perfect set-up for Wii or other games. And moms will love its organizational ability, because now all the wires and accessories have a place to go.”
To help celebrate the debut of the HQ Escape, Powell will be giving away a supply of the new, hard-to-find Nintendo Wii systems, fully loaded with accessories, as well as 42-inch plasma TVs, with qualifying purchases during market.
“This is a fun bed that’s sure to appeal to kids and parents alike,” Russell said. “And if dealers set up their new Wiis at retail, the HQ Escape can do double-duty of providing an entertainment area for kids and selling itself.”
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