By Mark Seavy  

Interior designers were in the spotlight at the recent High Point Furniture Market in North Carolina, illustrating the industry’s declining reliance on celebrity brands. 

In many cases, this meant interior designers—including Jamie Beckwith, Maison Maison founder Suzanne Duin, Bunny Williams, and Marjorie Skouras—scored licensing deals that mean more to those inside the industry than to consumers. And while these designers may not have immediate name recognition with the average shopper, their names do add credibility to furniture lines from a retailer perspective.  

For example, interior designer Barbara Barry has had agreements with Baker McGuire Furniture for more than 20 years. Baker unveiled a 13-piece collection (accent and cocktail tables) at the show, while McGuire had 27 products (lounge and dining chairs). Decorative lighting and ceiling fan design firm Hinkley, meanwhile, launched 40 new interior and bathroom fixtures with interior designer Lisa McDennon. 

“It’s a question of why all these furniture companies are going for many designers that people have never heard of,” said Tom Mirabile, founder of the consulting firm Springboard Futures Consumer Trend Analysis. “Interior designers give furniture manufacturers and retailers something to say [to consumers] that makes it look like a license you should know. I think craftsmanship is super important and what designers and licenses provide is an opportunity to tell a story. It seemed that in every third showroom at High Point there were people telling a story—whether that was about craftsmanship, materials and why they were sustainable and where they came from, or what the history of manufacturing this furniture is.” 

The broad deployment of partnerships with interior designers—many of whom sign off on designs but aren’t involved in the production process—was an abrupt turn for a market that in recent years has focused heavily on celebrity brands like Scott Living (Drew and Jonathan Scott of HGTV’s Property Brothers), former Brady Bunch star Chirstopher Knight (Christopher Knight Home), and actress Drew Barrymore (Beautiful by Drew Living Room Collection). 

Many of the celebrity brands that did have a presence at the High Point event were extensions of existing deals. Gone, however, were the building-size banners of the past that once highlighted these celebrity furniture lines.  

Trend, for example, introduced a sixth collection of fabrics, trims, and wall coverings with actress Jaclyn Smith, who first signed a licensing agreement with the company in 2007. Rove Concepts renewed its push with Journeys Collection, which was designed with singer John Legend and includes tables, rugs, arm chairs, and sectional sofas. And Pelican Reef extended its licensed sunroom and outdoor furniture collection with footwear supplier Panama Jack to include bar stools, ottomans, lounge chairs, coffee tables, and a four-piece dining set. 

In the same way that the majority of celebrity furniture brands at the tradeshow focused on extensions rather than new announcements, heritage collections were also less evident at the event.   

“Younger consumers are much less dependent on heritage and, if they like the look of the furniture, that can engender loyalty,” an executive at a furniture supplier said. “That is positive sign for licensing since it could mean shorter contracts [with] less guarantees. But it also will require more follow-ups and constantly finding new people [in the case of interior designers].”