IHDG JOINS LOWE’S TO PROMOTE LAURA ASHLEY WALLPAPER

Imperial Home Decor Group (IHDG), the world’s leading manufacturer and marketer of residential wallcoverings, has developed an exclusive Laura Ashley wallpaper program for 650 existing Lowe’s stores nationwide. The program, part of a cross-merchandising initiative with other Laura Ashley licensors including Valspar paints and Beaulieu carpets and rugs, launched in October 2000. The program will continue its rollout throughout 2001.

The Laura Ashley Home program consists of 16 wallpapers and 32 coordinating borders, providing two borders per wallpaper for added selection options. With 48 newly designed SKUs available, the program offers updated looks, yet remains loyal to the familiar Laura Ashley English Country-inspired style that has captivated consumers for decades. Traditional florals, decorative stripes and tone-on-tone patterns are offered in nine different colors including sapphire, cowslip yellow, russet, gold, apricot, jade, rose and heath green. The wallpaper program also features lilac, a recent color introduction to the Laura Ashley brand and a proven best-selling SKU at Lowe’s.

“Since the program hit the floors in October, we’ve continued to hear from store management that this may be their most successful initiative in the wallpaper category to date,” said Jim Holthus, vice president of marketing for IHDG. “Joining forces with some of the top names in the home furnishings industry will help promote this successful licensed brand, driving sales and bringing renewed consumer excitement to the overall home improvement category.”

Wallpapers and borders in the Laura Ashley program have been printed on heavy weight vinyl to provide both easier application and washability. Retail pricing for the wallpaper is $17.96 per double roll and $9.96 for borders.

To extend the Laura Ashley shopping experience to Lowe’s in-store displays, custom hardwood fixtures (93-inches tall, 48-inches wide and 29-inches deep) are designed to capitalize on the brand’s signature image, including the trademark green pantone and the same molding and design treatments seen at Laura Ashley stores worldwide. Additionally, the fixtures are fitted with 32 display boards that feature wallpaper samples and how-to decorating examples for combining the wallpaper with the coordinating paint and carpet products. To satisfy Lowe’s typical customer who expects “take home today” shopping and to facilitate the decision-making process, each fixture also is built to accommodate up to 18 rolls for each wallpaper pattern and border design.

Imperial Home Decor Group is the world’s largest designer, manufacturer and distributor of residential wallcovering products. IHDG also markets commercial wallcoverings through its Imperial Contract Wallcoverings division and is a premiere supplier of pool liners through its subsidiary, Vernon Plastics. IHDG also participates in the fashion, furnishings and sportswear markets with its heat transfer of designs onto fabric capabilities at the Transprints division in the United Kingdom.

Headquartered in Cleveland, Ohio, IHDG supplies home centers, national chains, independent dealers, mass merchants, design showrooms and specialty shops. Product lines include the Imperial, Katzenbach & Warren, Albert Van Luit, Sterling Prints, Imperial Fine Interiors, Sunworthy, Colorfields by Sunworthy, Shand Kydd and Crown brand names.

Also see: discontinued wallpaper borders

Author Notes:

Daryl Marples contributes and publishes news editorial to http://www.beautiful-home-101.com. As webmaster I constantly add information and articles about home decor, design and building materials from suppliers and manufacturers.