Luxury Home Products

That’s Nice began serving the luxury home products market in 1996. Clients’ products either go directly into retail channels or, in the case of home décor lines, may be marketed to the trade, with interior designers forming the audience that specifies products for homeowners.

Companies in this market typically have a high volume of existing products in collections that serve varying tastes and price ranges. Distribution can be via retail channels, through showrooms or distributors, or by direct sales representatives. New lines or collections are introduced seasonally, between two and eight times each year, so the SKU list continually grows. This presents a significant need for asset management, with libraries of product images, information, specifications, and other marketing assets needing to be organized and updated to serve sales channels and resources such as websites. Advertising in national lifestyle publications promotes consumer awareness, and pull-through in the case of trade-only distribution.

Some clients in the luxury home products market need an agency of record to manage all strategic and tactical marketing. Others may have an in-house creative department that implements its own tactics, and only need an agency to focus on the strategic concept regeneration - driven by trends, awareness of the market and audience needs, and the competitive arena.