CEO Farooq Kathwari said the new push also aims to differentiate the brand from competitors. Ethan Allen, which didn't disclose the cost of the
campaign, upped ad expenditures by 35% in its recent quarter -- mostly as a result of bigger market share gains, Kathwari said. According to the Nielsen Co., the brand spent $23 million on advertising
last year, and $8 million through June of this year, excluding online.
To promote its new pitch, Ethan Allen is running print ads every other Monday in The New York Times. Some of the more recent versions show products like a Jericho Chair (which sells for $1,109), a Wilshire Table ($1,199) and Lloyd Desk ($1,799) depicted in elegant black-and-white settings with the tagline: "It's like collecting art. You do it piece by piece."
advertisement
advertisement