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| BETTER LIVING WITH MAXIM: MAXIM TO LAUNCH FASHION BEDDING LINE WITH PEM AMERICA THIS SUMMER |
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Along With Bathroom Line, Maxim Living To Premiere In Stores
New York, NY (June 16, 2004) - Maxim magazine, the #1 men's lifestyle magazine in the country and the world, is furthering its reach into American homes when it rolls out its Maxim Living textile lines this summer.
Maxim has entered a new long-term licensing deal with PEM America to create Maxim-branded high-end lines of bedroom and bathroom products under the umbrella title of Maxim Living. Founded in 1993, PEM America is one of the country's fastest growing home furnishing providers, last year reaching $130 million in sales. Since 1995, they have supplied products for the very top designer home brands in the country.
The U.S. bedding market is estimated to be over $7 billion in wholesale sales.
Maxim Living was created to meet today's men's growing demand for premium products to furnish their homes, certifying Maxim's leap from one of the most recognized magazine brands in the world to a sophisticated lifestyle retail brand.
This is Maxim's second major brand extension for the home: Z-Line Designs produces ready-to-assemble Maxim-branded home office and entertainment furniture targeted for men in their 20's, carried at Circuit City, Staples and Linens 'n' Things stores.
The centerpiece of the initial release will be a fashion bedding line featuring high-end woven comforter sets selling for approximately $300 and coming in four patterns: Houston, Hollywood, Wall Street and Rex. All comforter sets will be over-sized and designed in modern contemporary patterns, appealing to both men and women.
Other products in the initial release will include duvets, towels, shower curtains, bath rugs and other bathroom accessories. All items will have a small Maxim Living logo tag attached to them. The Maxim Living line is expected to debut new product lines in the future.
Foley's department stores will carry the lines beginning mid-July, followed by Filene's in mid-August. Both stores are owned by The May Department Stores Company. There are current discussions with other stores to carry the Maxim Living lines.
"Maxim is truly a lifestyle brand that appeals to both men and women," says Dennis Publishing director of brand development Barry Pincus. "We are creating and will continue to crate a tangible interface with our brand inside every guy's home. Maxim Living is a reflection of the upscale, sophisticated tastes of today's men."
"Many of our retail partners are consistently searching for a new, younger customer," says Heath Hart, executive vice president of sales and marketing for PEM America. "Maxim Living not only delivers that customer through innovative product and design but through the power house marketing behind the Maxim brand which focuses on the 21-to-35 yr old consumer."
Maxim recently announced the late summer launch of Maxim Radio on SIRIUS Satellite Radio. Combe Incorporated's Maxim Magazine(tm) Haircare is now the #1 hair color product for men 18 - 28.
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