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Bassett Furniture Extends HGTV Partnership

Bassett plans to offer in-store HGTV HOME Design Studios to select independent dealers this fall
Posted on October 6, 2015 by David Gill

BassettHGTV3x2BASSETT, Va.-Bassett Furniture is extending its partnership with HGTV through 2019, building on the licensing agreement that began in 2012. Bassett said it will continue to feature HGTV branded custom upholstery products in HGTV Home Design Studios in Bassett Home Furnishings stores and will now expand the concept to select independent dealers this fall.

“The HGTV Home Design Studio is an important point of differentiation for our stores and is playing a key role in our improved comparable store sales,” said Robert H. Spilman Jr., president and CEO of Bassett Furniture, operator of 92 company- and licensee-owned stores. “We are excited about offering this successful program to our key independent dealers and leveraging our national advertising efforts on HGTV’s network and on our website.”

HGTV, a division of Scripps Networks LLC., continues to be a significant advertising vehicle for Bassett on a national scale. With this new agreement, Bassett stores and its independent retailers will be supported by local and national television advertising, digital marketing and direct mail starting with the HGTV Home Custom Furniture Sale that will be promoted later this month.

In 2011, Bassett formed a strategic partnership with HGTV that combines its 113-year heritage in the furniture industry with HGTV’s penetration of 96 million households in the United States. As part of the alliance, the in-store design centers were co-branded with HGTV to market the concept of a “home makeover,” which mirrors much of the programming content on the HGTV network.