Plow & Hearth Goes “Urban” with New Brand

Plow & Hearth is known for its country-lifestyle products. But with its new home decor spin-off, Madison Place, the company is targeting what president Michael Luce describes as more of an “urban and suburban” market.

Luce, who is also president of parent company 1-800-Flowers.com’s home and children’s gifts division, says that Madison Place launched in September with a “relatively small mailing”; the Website went live this week. Products range from fingertip towels for $9.95 to a $1,299 leather couch and include rugs, window treatments, tables, and bedding.

“The concept of Madison Place is recognizing the growth rate for a mature brand like Plow & Hearth and finding out if there are new universes of customers we can market to,” Luce says. “Our core competencies are as a direct marketer and product development. This is trying to leverage those core competencies and apply them to a new universe of customers.”

The 68-page Madison Place catalog mailed to buyers of the 25-year-old Plow & Hearth catalog and the five-year-old Plow & Hearth Home title as well as to rented names. Luce says Madison Place will drop 8-10 times in the first year.

Early response rates are positive. “Through October, we were right on budget,” he says. “It seems to have resonated with a fair number of customers.”

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