Exits licensing to focus on growing brand presence and reach NY – At Jennifer Adams Brands Inc., the company’s namesake founder is implementing a number of novel business strategies, including rearranging the organization’s infrastructure and refocusing product development in an effort to pursue a more centralized brand strategy.
The future of our company will involve diversifying into wellness at home in all various categories, but by bringing all of our designing, developing, sourcing, and operational logistics in-house. This is because I really think that your best life can start at home. That includes drop-shipping, which is a significant portion of our business, according to Jennifer Adams, CEO of the company she created more than 25 years ago, in an interview with HTT. “We are expanding our business in this manner moving forward.” The company’s corporate office relocation to Scottsdale and its license cancellation have already been completed, with the exception of fabric by the yard with Covington Fabric + Design, which has been the company’s partner for the past 13 years and counting.
“Our new infrastructure aims to enhance our company’s offerings to retailers, providing a more streamlined and efficient experience, which allows us to be more agile and responsive to our customer needs,” she explained. “As we’ve started to bring everything in house, we have been able to really grow the business in a more strategic way, on a larger scale, and sell our soft home goods to customers across the globe. We are determined to never license our brand ever again.” Also recently accomplished is the opening of Jennifer Adams Brands’ first dedicated showroom in New York City. Located at 230 Fifth Ave. in suite 1209, the space offers a fully branded experience, showcasing the breadth and depth of the Jennifer Adams Home Collection.
“Jennifer Adams Brands has a long-standing partnership with retailers in the U.S. and globally as well as a successful international website that launched in 2017,” she noted. “By expanding our showroom presence, we strengthen their capabilities to support and service retail partners even more effectively.”
The brand’s first in-house area rug collection is scheduled to debut at the New York Home Fashions Market this season. Targeting consumers between the ages of 32 and 60 who “prioritize family, comfort, and style,” the brand’s latest line of soft floor coverings, formerly offered through a license program, is designed in keeping with its distinctive “casual, effortless, Southern California resort-inspired style.” Also proprietary is the construction, engineered to ensure each piece is performance driven, hypoallergenic, and uniquely printed and textured to mimic a handwoven rug. Some pieces are also machine-washable.
Adams, who drew inspiration for the rug collection from her experience creating goods for boutique hotels, said, “We are so proud of the result – a performance series that is incredibly soft and durable but also focuses on beauty and everyday living, with an elevated style at an accessible price point. I’ve maintained that aesthetic in this special new collection. Kids can spill, pets have accidents, and these rugs can handle it all.” The new Jennifer Adams Brands area rug offering is an open line but includes customer-specific capabilities for proprietary designs.
The company focuses on textile categories, but with the launch of a mattress line that is being showcased at Market, it is extending Adams’ “commitment to providing the ultimate sleep experience at home.” Three prototypes with three distinct kinds of improved sleep technologies are included in the offering. Additionally, a new product line focused on relaxation and well-being at home is now in development. It is scheduled to launch exclusively with a big retail partner in May 2025. In the upcoming months, Adams added, additional information will be released.
At the moment, the Jennifer Adams Home Collection includes area rugs, decorative pillows, throws, bath towels and rugs, bathrobes, and beds. The business is keeping up its community-driven initiatives while it grows. The company gives a blanket to a child, animal, or needy family for each blanket bought on JenniferAdams.com.
