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IF GUYS BUILD IT, THEY WILL COME:
MAXIM AND Z-LINE DESIGNS TO PRODUCE READY-TO-ASSEMBLE LINE OF FURNITURE |
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New York, NY (July 16, 2003) Maxim magazine can be found on the desks of bachelor pads everywhere. This fall, the Maxim name will be found on those desks too.
Dennis Publishing has entered a three-year licensing deal with San Ramon, CA.-based Z-Line Designs to produce a new line of ready-to-assemble Maxim-branded home office and entertainment furniture targeted for men in their 20's. The deal represents Maxim's continuing development as a lifestyle authority and brand.
Maxim is the largest men's general interest magazine in the United States and the world. Z-Line Designs is the leading import manufacturer of home office and home entertainment ready-to-assemble furniture, and winner of the prestigious 2002 Pinnacle ASFD Design Achievement Award for outstanding achievement in design and value and featured on MSNBC's Champions of Industry.
The Maxim Collection ranges from contemporary metal and glass groups to finely handcrafted traditional wood-layered veneers. The Maxim Collection will have an exclusive EDA Diamond Finish on most of the products.
The Maxim Home Office ZIII Executive Metal & Glass line will debut exclusively at Staples. The Maxim Home Entertainment Manhattan and Palisades lines will debut exclusively at Circuit City. Linens 'N' Things will also feature the Maxim Collection from Z-Line. Z-Line is currently in negotiations with other national retail chains to carry the product lines.
The Maxim logo will be on each piece of furniture. Maxim will assist Z-Line in the design and marketing of the Maxim Collection. Both parties will collaborate on new products to be added to the collection.
"Maxim has transcended the boundaries of ink on paper to become a universal brand," explains Dennis Publishing president Stephen Colvin. "Maxim's name connotates a cool lifestyle for young guys, so our Z-Line Designs arrangement delivers it right to the heart of where they live. Now we are literally there every time he watches a DVD, turns up the stereo or e-mails a new business proposal."
"Retailers are trying to increase their market share with the 'Gen X' customers with disposable income who are tuned into Maxim," says Z-Line Designs CEO and president Jim Sexton. "An up and coming young professional walking through Circuit City seeing the Maxim name on a great looking entertainment system that they recognize from an ad in the magazine makes it a natural purchase."
Dennis Publishing manager of brand development Barry Pincus engineered the Z-Line Designs deal with the assistance of EnterSport, part of Interpublic Sports & Entertainment Group. EnterSport is the exclusive licensing representative for Maxim in the home furnishings area.
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Dennis Publishing, Inc. is a media company that publishes the two most successful modern men's lifestyle magazines in America Maxim (2.5 million rate base) and Stuff (1.2 million rate base) along with general interest music magazine Blender (Advertising Age's Launch of the Year), Maxim Goes To The Movies and The Week, a compilation of the week's most important domestic and international news. Maxim, Stuff, Blender and The Week are registered trademarks of Felix Dennis.
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