Furniture World Magazine


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Furniture World Magazine

Wednesday, April 14, 2010
Hammary To Introduce The La Valencia Collection In High Point

Hammary, a La-Z-Boy company, in partnership with the National Trust for Historic Preservation, has introduced the La Valencia furniture collection under the Design in America(R) brand.

The Design in America(R) furniture collection is inspired by the National Trust for Historic Preservation’s historic homes and sites, Historic Hotels of America and other affiliated sites. Crafted for today’s lifestyle, this collection is as diverse as America’s design heritage. A legacy honored by the trusted brand of Hammary.

Evoking the old-world charm of a proud California landmark, the La Valencia collection embodies the elegant Spanish style of the La Valencia Hotel in La Jolla. Substantial forms and rich, warm wood tones are in keeping with traditional Mediterranean styling, while wrought iron details, bold carvings and intricate inlay patterns provide a special, handmade feel that add character and luxury to any d├ęcor.

The famed coastal hotel, once a hideaway to the stars of early Hollywood, exemplifies classic Spanish/Mediterranean architecture expressed in this striking collection constructed of ash and oak solids and veneers with metal accents, and intricate parquet patterned tabletops with burnishing and distressing.

“Hammary’s La Valencia collection makes a strong, architectural styling statement,” said Hammary’s President, Jack Richardson. “The handsome carvings create a warm, rich presence that works with almost any decor.”

Hammary is targeting better department and furniture specialty stores for the collection. The La Valencia collection will be launched at the April High Point Furniture Market.

“We are thrilled to extend our relationship with Hammary with this collection,” said Miriam Lenett, Director of Business Development for the National Trust for Historic Preservation. “They have re-envisioned the elegance and warmth of a classic hotel with the La Valencia collection to appeal to today’s consumer.”

MODA Licensing helped to bring the two strategic partners together for this opportunity. “The La Valencia collection broadens Hammary’s portfolio as the ‘source for American-designed furniture,'” stated Michelle Alfandari, Moda President/CEO. “With this collection, Hammary continues the legacy of American Design with product relevant for today’s lifestyle.”

About Hammary: Hammary Furniture was founded in 1943 as a manufacturer of covered lawn furniture. Today, Hammary is a well-known residential marketer of eclectic, high-fashion furniture including home office, home entertainment and occasional. Its product line is distributed throughout the United States and internationally. Hammary is part of La-Z-Boy Incorporated’s family of companies. For more information on Hammary, please visit www.hammary.com.

About the National Trust for Historic Preservation: The National Trust for Historic Preservation is a non-profit membership organization bringing people together to protect, enhance and enjoy the places that matter to them. By saving the places where great moments from history – and the important moments of everyday life – took place, the National Trust for Historic Preservation helps revitalize neighborhoods and communities, spark economic development and promote environmental sustainability. With headquarters in Washington, DC, nine regional and field offices, 29 historic sites, and partner organizations in all 50 states, the National Trust for Historic Preservation provides leadership, education, advocacy and resources to a national network of people, organizations and local communities committed to saving places, connecting us to our history and collectively shaping the future of America’s stories. For more information visit www.preservationnation.org.

About MODA Licensing, Inc. MODA Licensing (formerly MODA International Marketing), established in 1988, is a full service global licensing agency. MODA’s expertise is identifying and extracting value from brands and extending them to new and profitable businesses. MODA’s innovative and strategic approach has resulted in successful and sustainable brand extensions to a broad range of product categories and retail channels. Clients include Fortune 500 companies, non-profits, sporting events, hotels, restaurants and publishing. BUILDING BUSINESSES FROM B(R)ANDS www.modaintl.com (coming soon) www.pixelelves.com/moda

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