Williamsburg, which sells furnishings and home décor products through its retail stores, catalog and Website, is ready for its TV closeup.
The company for the first time will sell its goods on home shopping network QVC Feb. 16.
During the hour-long segment, which fittingly begins at 2 p.m., ET, this President’s Day, the multichannel marketer and not-for-profit educational foundation will introduce its new “Williamsburg: Home for All Seasons” collection. Inspired by the Colonial Williamsburg Foundation’s rich design resources, the new line includes bedding, rugs, pillows, glassware, lamps, topiaries, wreaths and other decorative accessories.
“The idea of partnering with QVC — and launching several hours of branded home product through that channel — was appealing to us from a distribution and a messaging perspective,” explains Sally McConnell, director of marketing, products, for Williamsburg. “It gives us yet another way to tell our story.”
Sales of Williamsburg products support the preservation, research and educational programs of the Colonial Williamsburg Foundation, the not-for-profit organization that oversees the restored colonial capital in Williamsburg, VA.
During the show — which will be hosted by QVC’s Sharon Faetsch — home stylist Cindy Cragg, who McConnell says “is the face of the Williamsburg brand,” will be introducing the new line. Products include antique textiles and faux boxwood wreaths and topiaries inspired by the English boxwood in the Colonial Williamsburg Historic Area.”
The show will be taped at QVC’s studios located in West Chester, PA, just outside Philadelphia.
McConnell says Williamsburg’s debut on QVC has been at least two years in the making. “I think our paths first crossed several years ago, at a trade show, where their buyers were in the marketplace and they saw our Williamsburg product,” she says. “They saw our collateral about our mission — and it resonated with them – and they thought it would be good for their audience.”
She says from her experience QVC is “very proactive” in seeking out and finding merchandise that lends itself to the format.
“Initially they were very interested in our brand and desirous of learning more about it,” she says. “Our discussions were very substantive and strategic and exciting. It’s a fascinating business – it’s amazing to think about retailing 24 hours a day.”