Casual Living Retailers View on Licensed Products 2009

The results of this exclusive survey outlines what retailers think, including those who carry licensed product and those who don’t, about the future of licensed product. Retailers from both groups also registered their agreement to a series of opinion statements, both positive and negative, about licensing. The more than one-third of retailers who currently carry licensed products were asked additional details on the product categories, SKUs and percentage of sales for the licensed product they carry. In addition, the responding retailers gave some comments about why they carry or do not carry licensed product.

Survey methodology Casual Living’s exclusive retailer survey, fielded in February and March, 2009, represents the experience and opinions about licensed product of more than 100 casual furniture retailers representing more than 700 storefronts. Casual furniture specialists made up nearly two-fifths of the retailers who answered the survey; nearly another one-fifth were either hearth-and-patio or pool-and-patio stores. The remaining retailers were garden centers, full-line furniture stores, hardware/home improvement centers, direct-to-consumer retailers and interior designers/design studios and home accents/décor or gift stores. The majority of the responding retailers operate only one store. Slightly more than one-third has annual sales of less than $1 million, while another one-third has sales between $1 million and $5 million. The remaining more than one-quarter has sales of $5 million or more. The survey was conducted by Casual Living’s research team led by research specialist Judi Fulbright.

*Two Pages*

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Casual Living Retailers View on Licensed Products 2009

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