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An Ohio State Big Daddy Recliner

Sitting Pretty
Baseline Licensing Group a Comfortable Option for Retailers and Consumers
February 19, 2008

At first blush, some retailers are hesitant to get into the licensed sports furniture market. Their concerns range from the floor space needed to show product to overwhelming price commitments. Not to worry, says Jay Shurling of Baseline Licensing Group. His company offers a wide range of home furnishings for adults and kids that make it easy for retailers to test the waters.

“Our products make sense to the sports fan,” explains Shurling. “Our retail partners benefit by bringing new traffic into their stores and generating big margins that aren’t possible with other items.”

A Yankees Video Chair

In business since January of 2006, BLG initially made its mark with recliners and a variety of children’s furniture. The company has steadily expanded its offerings and now offers everything from headboards and video chairs to sofas. BLG’s licensing agreements cover all the major players, including the NFL, NASCAR, MLB, NBA and a long list of colleges. For 2008, the company is introducing upholstered pub and counter-height chairs, a stationary chair and futon covers.

“We previewed the pub chairs at the Sports Licensing and Entertainment Marketplace and got a great response,” says Shurling. “These chairs are very functional, and since they are a smaller item, they don’t take up a lot of floor space and are easy to stock. Retailers also love the chairs because consumers normally buy them in pairs.”

A Jimme Johnson NASCAR sofa

According to Shurling, there is just as much enthusiasm for BLG’s futon covers. “They provide another great way for retailers to try our products without having a huge price commitment,” he says.

In Shurling’s experience, once retailers get a feel for the mass appeal of BLG products, they are hooked. “Our customer base includes grandparents, college students and kids,” he says. “We’re the missing piece in any fan’s sports room. They won’t constantly wear the same t-shirt, but they will take a seat in one our chairs every day of the week.”



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