Joe Boxer Founder Graham in CHF Deal
By Staff -- Home Textiles Today, 7/14/2008
New York — Diversified home fashions supplier CHF Industries has signed an exclusive master license and consulting agreement with Nicholas Graham (founder of the Joe Boxer brand) and his new firm, 100 Minute Company.
Under the multi-year agreement, CHF will be the master licensee for bed, bath and window products developed in collaboration with 100 Minute Co. The products will be offered under a variety of brands to be created by 100 Minute Co. to target specific consumer segments, the companies said.
Known for his eccentric charisma and marketing pizzazz, Graham founded his latest venture to focus on delivering new branded products to retailers.
Frank Foley, chairman and ceo of CHF, said the alliance with Graham gives CHF "an opportunity to provide the unexpected, yet missing, in the home fashions marketplace."
"We will launch the first brand and product program in September for the market at large as part of our expanded back-to-school presentation, for delivery in Spring 2009," Foley declared. "Consumer research is ongoing and we would expect to be developing new brands out of that research and in collaboration with Nick and bringing them to market every six months — at least."
Graham said, "It is a multi-pronged approach that will create brands and products for all channels of distribution and demographics and takes full advantage of CHF's design, sourcing and distribution abilities. It's the perfect opportunity to get back into the home business and stir up some fun in a time and market that needs it!"
