Mod Mom Furniture founder teams with Young America
Hathcock will serve as a spokesperson for the juvenile furniture brand - online on the company’s website and via its social media channels, as well as in person during trade show and in-store appearances.
"What we are hoping to do by having Kiersten on the team, representing the brand in a lot of different ways to the public, is to reach our consumer in the way that she wants to be communicated with today," said David Petersen, vice president of marketing at Stanley Furniture, Young America’s parent company.
"She will be communicating in a very hands-on way through social media and personal appearances, which I think will help her be a great authority to customers on our products." She also will work with Young America to create a Mod Mom branded furniture line, which is still in the early stages of development and is expected to be out late this year.
"We have in the range of possibilities the opportunity to co-brand a range of products with Mod Mom - that’s something we’re considering going forward," said Petersen.
Hathcock has a background in marketing, having worked in the marketing department at A&E and The History Channel. After leaving that role in 2003 to spend more time with her children, she taught herself to build furniture after she was unable to find modern-style toy boxes, and Mod Mom Furniture was born.
In 2011, she was featured on the ABC show “Shark Tank”, which offers entrepreneurs a chance to receive funding deals for their burgeoning businesses. “We think that it’s important for our brand to be represented by a contemporary of the customer,” Petersen said. “She is a young, professional, ambitious, enthusiastic mom. Anybody who saw her on “Shark Tank” knows about her level of commitment to try to do it all.”
Young America will look to Hathcock to put a face to its mission. “She will be able to speak a language that makes the Young America story much more relevant to our consumer,” said Petersen. “We’re basically adding someone to our team who has the same passion and values that everyone else on our team has to tell the made in the USA story to consumers and turn them into customers.”
source: Jennifer Bringle, Furniture Today, February 19, 2014
Sneak Preview: Boardwalk Collection
Another Sneak Preview! This time it is Boardwalk, the second of two new Young America collections to debut at the High Point Market this week.
Beachy in style with a contemporary twist, Boardwalk is full of adventure. It’s boyish at a glance, but don’t be fooled. Boys will love it and girls will too. Think tween and teen girl in just the right color or wood tone, including our new Antique Slate gray. A weathered edge technique creates a relaxed, sophisticated air with hardware so modern the cool factor cannot be ignored.
Stay tuned, the new Boardwalk Collection will be available to order online and through retailers nationwide in the coming months.
Shown clockwise top to bottom: Boardwalk Batten Bed with a Boardwalk 2 Drawer Night Stand in Antique Slate, New Fanfare Crib with a Boardwalk Single Dresser and Changing Station, and a Boardwalk Chest. The crib, changing station and chest are shown in our newest Young America paint color: Sandpiper, a soft and subtle gray.
Boardwalk styles in traditional dark wood tones are a handsome choice and favorite for boys (of all ages) too. The smooth edges and rounded corners of Boardwalk keep the collection informal and easy to live with. Shown: Boardwalk Jetty Bed, Boardwalk 1 Drawer Night Stand and a Boardwalk Chest.
The Fourth is First for Young America
A big reason we can build the safest furniture you can buy for your child is because we build it right here in the USA. Maybe that’s why we cheer July 4 fireworks a little louder in our neck of the woods. Learn more about Young America’s American-made story.