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One way to go

If you can make it happen, one marketing strategy is to create an exclusive line for a retailer.

For example, Duncan Hughes, an award-winning interior designer and principal of Duncan Hughes Interiors in Boston, has created the Duncan Hughes Collection for Dowel Furniture, an online furniture company.

The collection, launched at the recent Las Vegas Market, has nine pieces that incorporate “lean silhouettes and clean lines against sumptuous style elements that are sophisticated and provocative yet at the same time casual and graceful,” according to the Dowel Furniture marketing folks.

The pieces are named after iconic American musicians, writers and celebrities – such Stan Getz, John Steinbeck and Rita Hayworth – of the early to mid-20th century “whose contributions made the world around them a more beautiful and interesting place,” according to Hughes. “I’d like to think that each one of them may have enjoyed this new furniture collection in their own homes.”

Dowel Furniture oversees production of the line and handles the marketing aspects. The collaboration is simply titled, “Duncan Hughes for Dowel”.

The company carries another furniture line by Barbara Elza Hirsch, a French-American interior designer and principal of Elza D. Design Inc. in Concord, Mass.

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This article originally appeared in the March 2018 issue.

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