Editor's Note

This week, Trump launches another brand extension with its executive chairs for the home office, available exclusively at Staples. Trump and many other brands have found that the home market is a lucrative one indeed, and one that affords high-end companies huge opportunities. Disney, for example, which is obviously well known for its licensed kids’ products, has entered the more sophisticated home market with a line of luxurious—and expensive—furnishings. The company has high hopes for its Walt Disney Signature line, and Disney Consumer Products chairman Andy Mooney recently said the company anticipates the program generating $300 million in annual retail sales for its licensees within the next few years.

Other brands to watch for in this burgeoning niche are National Geographic, Nicole Miller, Better Homes and Gardens, David Tutera, and Rachael Ray.

Mike Browne
Managing Editor

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