The Bombay Company brand to re-emerge in the U.S. with William S. Hollands at the helm
New multi-channel strategy announced
Susan Dickenson -- Home Accents Today, 12/8/2009 7:35:00 PM
New management and retail strategies for the Bombay Company operating unit of O
tto International have been announced in connection with the brand's re-emergence in the U.S.
Mitchell Smiles, president of Otto International (a newly formed U.S. division of Otto Group), announced the appointment of William S. Hollands as chief merchant overseeing the Bombay Company operating unit, which manages the U.S. licensing agreement with Bombay Brands LLC. Hollands, a home furnishings industry veteran with extensive retail and wholesale management experience, was vice president of merchandising at the Bombay Company when he left in 2007.
Hollands will segment the Bombay brand in the U.S. as three distinct sub-brands, each to be retailed through a separate channel with a distinct target market. The three divisions will offer a range of furnishings including furniture, home accents, bed and bath, outdoor living, tabletop products, gifts and holiday, and will be sold at high-end department stores and specialty gift stores, mid-tier home retailers and mass/discount chains.
Hollands was instrumental in the development and sourcing of multiple product categories, and grew the Bombay Company during its key era of expansion and evolution. From 1992-1998, he was responsible for buying and product development at Pier 1 Imports, an
d, in 1999, founded his own retail company in Dallas. Most recently, Hollands was senior vice president of merchandising at American Signature, Inc.
“Wil is a fearless entrepreneur who radiates enthusiasm and passion for the Bombay brand,” Smiles said. “His unique experience with Bombay and relationships in the home category, coupled with Otto’s capabilities and resources, bring infinite opportunities to the Bombay brand as it heads in a new strategic direction.”
Hollands said his new multi-channel retail strategy will bring the Bombay brand to more consumers than the company was ever able to reach as a specialty retailer. "Under the ownership of Gordon Brothers Brands and Hilco Consumer Capital, and with Otto International’s product development expertise, we have a tremendous opportunity for growth and evolution," Hollands said. "The Bombay name is still one of the most recognizable names in home furnishings. Demand continues to be high for our products because of the unique and unexpected twists we design into classic pieces, and the fact this is a true lifestyle brand.”
Founded in 1978 as a niche specialty home goods retail concept, the Bombay Company grew to approximately 350 retail stores and nearly $600 million in annual retail sales volume. The brand continues to score at the top of national consumer surveys as one of the most recognized home brand names in the U.S.
About Bombay Brands, LLC - Bombay Brands, LLC (www.bombaybrands.com) is a brand management company that owns, markets and licenses the Bombay trademarks globally. Since its formation in Feb., 2008 by a joint venture between Hilco Consumer Capital-Toronto and Gordon Brothers Brands-Boston, Bombay Brands has partnered with best in class companies to revitalize, extend and maximize the Bombay brand globally across multiple categories within the home furnishing and accessories industries.
About Otto International - Otto International (OI) (www.ottoint.com) is the U.S. division of Otto Group, a global trading company with extensive holdings in the home furnishings industry. With more than 40 years of sourcing experience, OI offers a wide range of products including apparel, sports, lingerie, footwear, furniture, home textiles and electrical/electronic products.
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