After starting off 2007 with the successful launch of its Series 47 collection, the Wrangler Home™ brand will close the year with a significant expansion. In addition to rounding out its living room and casual dining selections, the eco-friendly Series 47 collection will premiere exciting new bedroom and dining room ensembles at the Fall 2007 High Point Market.
“The upholstery, casual dining and accent pieces that launched the Series 47 collection have been well received,” says George Weldon, director of licensing for the Wrangler Home™ brand. “So, while our first forays into bedroom and dining room expand the line dramatically, the growth is organic. Customers who were drawn to the relaxed sophistication of our initial offering can now bring that energy to their entire home, confident that they’re creating an up-to-date and dynamic interior with a consistent style and design.”
Reflecting the individuality and creativity of 30-something professionals who are reshaping America’s cities, the Series 47 collection beautifully blends the uncluttered appeal of contemporary styling with the comfortable ambience of the traditional American home. Simple lines, clean planes and uncomplicated forms greet the eye. Gently distressed hardwoods in rich tones of acorn and espresso add warmth and softness to the appeal. Luxurious leather and tactile fabrics offer an invitation to relax, while brushed and hammered metal accents with glass touches are decorative without being ornate.
In addition to its innovative update of classical styling, the Series 47 collection gives today’s green-minded consumers a full range of furnishings that meet their desire for more sustainable products. Instead of using endangered wood species such as mahogany and ironwood, all of the hardwood surfaces are Sapele, also known as African White Walnut, a renewable resource with handsome graining that offers the exceptional workability and stability required for fine furniture.
Created with a young, city-dwelling demographic in mind, the Series 47 collection has demonstrated broad appeal to consumers across a wide range of ages and income levels. “The collection not only appeals to the young urban pioneers to whom it is targeted,” says Weldon, “but is also very attractive to anyone who enjoys a lighter, more modern home environment.”
As the Wrangler Home™ brand branches out, it continues to stay true to its roots. “It’s easy to become overly focused on chasing trends,” says Weldon, “causing your brand to lose meaning and end up being only about what’s next. With a foundation built on more than 50 years of strong customer relationships, the Wrangler® brand keeps its focus on what is important to our customers and works to create products that bring a sense of comfort into people’s lives. Through this approach, we have built one of the world’s largest bases of branded consumer products, generating more than one billion dollars in annual wholesale revenue.”
“We know that our customers want value,” Weldon continues, “and people know that Wrangler® stands for authenticity, quality, comfort and a relaxed, self-confident sense of style. We know that they want to buy from a company that stands behind its products. That’s why we sought – and received – the Good Housekeeping Seal for our Wrangler Home™ brand furnishings. Its two year warranty gives our customers the assurance that they’re buying a well-made product that will retain its looks and performance long after they take it home from the store. As with all furnishings from the Wrangler Home™ brand, these pieces deliver an ideal blend of warm, simple styling and built-in durability that fits perfectly into the active American lifestyle, helping our customers create what we call ‘Real. Comfortable. Home.’”
About the company
VF Corporation (NYSE:VFC) is a leader in lifestyle brands including jeanswear, outdoor products, image apparel and sportswear. Its principal brands include Wrangler®, Lee®, Riders®, The North Face®, Vans®, Reef®, Napapijri®, Kipling®, Nautica®, 7 For All Mankind®, John Varvatos®, JanSport®, lucy®, Eastpak®, Eagle Creek®, Lee Sport®, Majestic® and Red Kap®.
Meryl Mullane, APR, 336-545-8838;