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’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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