Home décor maker Enesco announces acquisition
Home and garden decoration maker Enesco, LLC announced it has reached an agreement to acquire the Charming Tails brand from Fitz and Floyd Inc., according to the company
Artist Dean Griff created Charming Tails 15 years ago, and has since created a collection of more than 1,500 resin figurines of woodland animals, catering to collectors.
The acquisition is expected to close in May, and Enesco will introduce Charming Tails to retailers during in June.
Itasca, Ill.-based Enesco makes and sells giftware and home decorations. The company sells its products through gift retailers, home décor boutiques and large-market chain stores. In addition to North America, Enesco operates and sells its products in Europe, Asia and Australia.
Executive Chairman Matt Bousquette told WinmoEdge Enesco's
goal is to become the world leader in the giftware and home and garden décor industry.
“Our focus is on branded products that differentiate itself from a consumer standpoint; my focus in on trends and innovative products,” he said.
Bousquette said adding Charming Tails to the company’s portfolio is a step in achieving that strategic goal.
“Charming Tails has been around for about 15 years, Dean has done a great job connecting with enthusiasts,” he said. “Through both channel and geographic expansion, it is a great opportunity.”
He said the product line has a cross target, varying on the type of pieces.
“It resonates from teenage girls to women ages 25 to 65. It depends, they are vertically collected by people that are interested, each one can speak to a special occasion or unique niche,” he said.
Bousquette said the décor industry is not immune to the difficult economic times of the day.
“Our focus has been gifts and celebrating special occasions. Those things still occur every day. People are reaching out and wanting to make things more special even if they aren’t taking that big trip to Florida,” he said.
He said Enesco has not done much formal marketing to date, but the company is looking at moving in the direction to help create consumer demand for its retailers.
“Thus far the company has been one of push, our strategic objective is to switch to pull. We’re looking to work with our retailers to drive customers to outlets,” he said.
The company does work to raise awareness for its products through public relations efforts, as well as gift shows targeted at retailers. Bousquette said Enesco also employs a sales force team of 250 to sell directly to the retailers.
Bousquette said Enesco is interested in forming new partnerships for cross promotions or other kind of strategic partnerships. The company does work with Oakbrook Terrace-Ill.-based JSH & A Public Relations for its PR needs.
“Call us, we’re interested,” he said.
Bousquette said he is still in the process of finding a lead marketing executive for the company, and in the meantime all qualified inquires can be made directly to him.
225 Windsor Drive
Itasca, IL 60143