Bassett Outlines Outdoor Strategy - Seite 2

“Our vision is for LV to be an industry leader that improves the lives of our customers through tasteful design, excellent service, and generational quality,” added Spilman.  “Through intentional investment in business processes, manufacturing, and product development, LV is poised for growth in the years to come using American labor and materials.   We will continue to hold the Lane Venture brand in high regard that is respectful of the past and focused on the future.”

Domestic Metal Outdoor Furniture
Dating back to the initial acquisition in 2017, the Company believed that domestic production of metal outdoor furniture would enhance the LV brand.  Accordingly, Bassett completed the acquisition of a 95,000 square foot manufacturing operation in Haleyville, Alabama in October 2019. This allowed LV to begin marketing a tariff free aluminum product.  Marketed under Lane Venture Custom Casual, the new assortment offers custom metal finishes that coordinate with the existing array of fabrics. In addition to a full complement of metal fabrication capabilities, the Haleyville operation boasts an electrostatic powder coat finishing line that features a proprietary pretreatment process that provides superior paint adhesion once the product is cured in ovens exceeding 400 degrees.  These products are built from a combination of extruded, solid, sheet, and cast aluminum.  In addition to providing product for LV, Bassett has entered the hospitality and contract business with a line of seating, sling furniture, and aluminum dining fabricated in the Haleyville location.  Field specialists have been hired and the line debuted at the Country Club Show in Dallas just before the onset of the pandemic. 

Bassett Outdoor Brand
“For several years, designers in the Bassett Home Furnishings network have commented on the need to add outdoor product to the existing indoor assortment to accommodate consumer preference for a single source to fulfill their design projects,” continued Spilman. 

After 18 months of development and preparation, the line debuted to the public in March with a direct mail catalog and extensive promotion on the Bassett website.  The products are sold exclusively in Bassett Home Furnishings (BHF) corporate and licensed stores and on the Bassett website.  The launch of Bassett Outdoor, however, directly coincided with the closure of all 100 BHF stores due to the COVID-19 pandemic.  Sales have been steadily improving as the stores have reopened and more consumers become aware of the Company’s entry into outdoor furniture under the Bassett brand.  Stores that have adequate square footage will floor the product throughout the year as the Company works toward the next phase of product and further marketing of Bassett Outdoor going forward.