Ebony magazine to enter home through Dan River license

by Staff -- Home Textiles Today, 6/15/2006 1:45:00 PM

New York — Johnson Publishing Company, home of EBONY magazine, has forged an alliance with Dan River to create bed and bath products for the newly developed Ebony Home brand.

While both parties are still finalizing design boards, Dan River hopes to show print and woven bedding during the upcoming New York Home Textiles Market in August, according to Susan Meek, Dan River’s vp of licensing and marketing. Orders will be ready to ship four months after placement, with a target retail debut of spring 2007.

“Right now we’re looking at four beds in a modern collection, four in traditional and four in a luxury collection,” Meek said.

Ebony Classic featuring modern and luxury looks are positioned for mid-tier, department and specialty stores. Ebony at Home aims for the mass market.

The target customer is 21- to 45-years-old, “fashionable but not trendy,” Meek said, “educated and accomplished.”

The deal marks the Johnson Publishing Company’s first foray into the licensing arena. While Ebony Home will build on the company’s long history and expertise in marketing to various demographics of the African-American market, Ebony’s licensing division plans to develop products that appeal to a broader cross section of Americans, according to a company release.