Ethan Allen Interiors, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Ethan Allen Interiors, Inc., headquartered in Danbury, CT., is a designer, manufacturer, and retailer of furniture, upholstery items, and other home furnishings and accessories. The company operates stores and manufacturing plants throughout the United States and Canada.
|Main Telephone||(203) 743-8000|
|Main Fax||(203) 743-8298|
Ethan Allen Interiors, Inc. ContactsContacts (5/14)
|Farooq K.||Chairman, President & Chief Executive Officer||CT|
Sample of Associated Brands
|Corey W.||Executive Vice President, Administration & Chief Financial Officer||CT|
|Daniel G.||Senior Vice President, Business Development||CT|
|Ann Z.||Vice President, Real Estate||CT|
|Craig S.||Vice President, Product Development - Case Goods & Upholstery||CT|
|Ethan Allen Interiors, Inc.||********|
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Spring, Fall Media Opps: Ethan Allen continues ‘aggressive' marketing ahead of launches
Subject: Digital, magazine, newspaper, TV, online, social media
Company: Winmo), Danbury, Conn.-based furniture chain with about 300 stores (design centers and studios) in the US
Opportunity: In the Q2 earnings call, Farooq Kathwar, chairman president and CEO, announced a number of consumer marketing initiatives for FY 2016. He stated that phase four of the company’s “transition” – the Brooklyn, Santa Monica and Buckhead furniture – are set to be introduced at EA’s retail conference in February. Following that debut, sellers should look for consumer marketing support to begin in spring 2016 and last throughout the summer.
Additionally, EA is developing a line of Disney-inspired products for the home. The target audience for the new line will be children and younger consumers (and their millennial parents). Consumer marketing behind the line is expected this fall.
Kathwar also reiterated the importance of direct mail marketing (read more about direct mail initiatives here). He added that EA has continued “aggressive marketing” in not only direct mail, but national TV, print and social media, as well. When pressed about spend levels, Kathwar conceded that he expects there will be an increase in advertising in H2 fiscal 2016 and heading into fiscal 2017 (which begins in July). Sellers will continue to see direct mail, particularly printed catalogs, to play an important role in EA’s marketing; however, the retailer has begun to supplement this material with digital mediums and “email blasts.”
Note that Chief Brand Officer Dave Moore left last year after two years on the job. We’ll keep you posted when we track down his replacement. For now, it appears that company veteran Bridget DePasquale, VP of marketing services, is the top marketing decision maker.
New Initiative Launches: Expected to go live on Feb. 1 is the new specialty online store shopmyexchange.com. The site is a partnership with the Army & Air Force Exchange Service and is aimed at ensuring active and retied soldiers, airmen and their families have access to US goods and services, wherever they serve or live.
Media Spend: According to Kantar Media, EA spent $11.8 million on measured media in 2014 and $7.1 million through Q3 2015. Given the company’s reliance on print catalogs and direct mail, it should come as no shock that print received the most spend through Q3 2015 – $5.1 million. EA also spent $1.5 million on broadcast ads and $371,000 on display ads.
TV Breakdown: Spot reports that EA spent $1.4 million on national TV ads in 2015 – down from $3.2 million in 2014. See charts for 2015 channel/show targeting.
Digital Breakdown: Per Moat, EA ran 290 display ads on 1,795 publishers in 2015 (30% mobile). Top ad destinations included: hgtv.com, chron.com, recordonline.com, culturemap.com and architecturaldigest.com (65% placed site direct). EA also ran 31 high impact ads and three video ads last year.
Ethan Allen Dr.
Danbury, CT 06811
Chairman, President & Chief Executive Officer
Vice President, Marketing Services