Rachael Ray’s New Venture

Celebrity cook and lifestyle expert Rachael Ray has partnered with case goods resource Legacy Classic Furniture and sister upholstery manufacturer Craftmaster Furniture to launch her first furniture collection at the April High Point Market.

The Rachael Ray Home collection will include 100 pieces of bedroom, dining room, occasional/entertainment and accent furniture from Legacy Classic, and about 30 pieces of upholstery produced by Craftmaster. Officials have not yet revealed specific pricing, but said the collection will fall within the company’s typical middle price points.

The collection will debut in a 10,000-square-foot, custom-built showroom within the Legacy and Craftmaster showroom building at 2622 Uwharrie Rd. in High Point.

The partnership represents the first major license for Legacy Classic and an additional licensing opportunity for Craftmaster, which also offers the Paula Deen Home collection as part of its line.

Ray is best known for as the host of the syndicated Emmy Award-winning TV show “Rachael Ray” produced by CBS. She also has a number of bestselling cookbooks as well as a lifestyle magazine called Everyday with Rachael Ray and has a signature cookware line manufactured by Meyer.

Ray said the partnership with both companies gives her an opportunity to expand and mirror what she has accomplished with her own lifestyle brand.

“I have always said I’m not a chef – I’m a cook. I’m not an interior designer, but I have a genuine love for all things design,” she noted in a statement. “Along the way I’ve developed my own take on all things home and creating a collection that represents my daily life is a natural evolution for my lifestyle brand. Welcoming our new partners Legacy Classic and Craftmaster into our family gives me a chance to mirror what I’ve done in the kitchen in the rest of the home – create furniture that is not only beautifully crafted and multi-use but a great value. I want everyone to feel as welcomed home by their own spaces as I do by mine.”

Company executives said they too look forward to the partnership.

“We are very excited to be working with Rachael in the development of this new collection,” said Roy Calcagne, president and CEO of Craftmaster. “She has a terrific sense of style within the home furnishings space and a great eye for fabric and color. We feel there is no better lifestyle brand or one that is more recognizable than Rachael Ray. She has a warmth and familiarity that easily connects with people. Her brand will drive consumers into our retail partner’s stores across the country.

Don Essenberg, president of Legacy Classic, added, “As we continue to create the new Legacy Classic, collaborating with such a talented and recognizable person as Rachael is not only a privilege but reflects our commitment and passion for providing our retailers with quality furnishings for today’s consumers.”

Officials noted that the Rachael Ray Home collection is expected to later announce additional categories that include floor coverings, decorative accessories, wall art and lighting.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s