FTS partner embraces beachfront lifestyle brand
By Alan Wolf, YSN
Magnussen Home, a first-time furniture exhibitor at last month’s BrandSource Convention, will unveil a new collection based on the beachy Salt Life apparel brand during next month’s High Point Fall Market.
The licensed line, which evokes an oceanfront lifestyle, represents Salt Life’s first foray into home furnishings after appearing on beachwear, beverages and restaurants. According to brand owner Delta Apparel, Magnussen’s Salt Life Home collection will capture that seaside sensibility with a grouping that ranges from “relaxed, breezy linens to sturdy wooden furniture.” The line will feature the colors, textures and patterns — from soothing neutrals to bold splashes of ocean blue and sunset red — that are reflective of coastal living, Delta said.
A pre-Market mailer from Magnussen also teased a Salt Life Home Upholstery collection that ranges from stationary upholstery to leather power motion.
“Whether shoppers are looking for a complete living room set or simply seeking a coastal accent piece to complement their existing interiors, Salt Life Home will offer price points to meet a wide range of consumer needs and style preferences from casual to contemporary,” the licensor said.
“We see home goods as a dynamic addition to the current Salt Life license portfolio,” noted Robert W. Humphreys, Delta’s chairman and CEO. “We are thrilled to see Salt Life continue to diversify its product line and enter the growing, multi-billion-dollar home goods market.”
Added Salt Life President Jeff Stillwell, “Expanding into home goods has been on our radar for some time now and we are extremely excited about our collaboration with the Magnussen team on the Salt Life Home collection and the opportunity it gives us to complement our existing line with a substantial new product category.”
The brand was created 20 years ago by four avid watermen from Jacksonville Beach, Fla., and has since grown into a national activewear line supported by social media, an e-commerce site featuring podcasts and blogs, and a flagship retail store located in its founders’ hometown.
Magnussen will debut its Salt Life Home collection in its High Point showroom, located in IHFC M810. Attendees can find the building at Shuttle Stop 1 (Transportation Terminal) in the town’s Downtown Main section. For more information, call Magnussen at (519) 662-3040.
The High Point Fall Market runs Oct. 14-18.