NEW YORK — Graj + Gustavsen (G+G, www.ggny.com), an integrated branding firm known for building consumer brands, today announced that it was retained by Bassett Furniture Industries, Inc. (Bassett, www.bassettfurniture.com) to develop strategic branding initiatives and the in-store experience for an HGTV HOME-branded furniture collection.

“For over a century, Bassett has had a reputation for providing quality hand-crafted custom furniture to consumers looking for not only home furnishings, but also design expertise”

“For over a century, Bassett has had a reputation for providing quality hand-crafted custom furniture to consumers looking for not only home furnishings, but also design expertise,” said Ray Graj, Founding Partner of G+G. “This partnership with HGTV, the leader of lifestyle programming, will allow the brand to deliver a next generation consumer experience. We are thrilled to be working with Bassett as they continue to build on their tremendous heritage.”

As part of the agreement, Graj + Gustavsen will work with Bassett to create an exciting new consumer experience for the HGTV HOME brand within Bassett stores. The exclusive collection, which includes custom upholstery and accent furniture, will be available in stores in 2012. Additionally, Graj + Gustavsen will establish HGTV HOME-branded line of products for broader market distribution. The separate HGTV HOME-branded collection will be made available to the Top 100 furniture stores and major independent retailers. The collection will debut in showrooms at The International Home Furnishings Center in High Point, North Carolina beginning April 2012 and at the World Market Center in Las Vegas in July 2012.

“We are excited be to working with the Graj + Gustavsen team to bring this vision to life,” said Jason Camp, Senior Vice President of Retail at Bassett. “Their branding expertise and deep insight into market trends, make G+G the ideal partner to help us deliver consumers a differentiated home furniture collection.”

Source: Graj + Gustavsen