A luxury designer and manufacturer of kitchen and bath furniture, Native Trails turned to LCI for support in launching their first soaking tubs. The line, some made of their eco-friendly and proprietary NativeStone®, fabrication, is a sculptural addition to master baths and a scene-stealer for spa-like master bathrooms.
Strategy and Tactics
The Avalon model carried a hefty price tag and footprint that made it the centerpiece of any bathroom. LCI’s strategy in launching the tub was to highlight the groundbreaking design made with lighter NativeStone® and offer it as an eco-friendly alternative to concrete. The Avalon’s modern design fit right in with the trend toward sleek and chic master bath retreats.
A year-long effort, the Avalon was placed in important trade publications (Hospitality Design, Interior Design, KBB, KBDN), top tier print and broadcast media (Los Angeles Times, Property Brothers, Restored by the Fords, The Robb Report) and many regional lifestyle publications (Gulf Shore Life, Inspired Home, Luxury Magazine).Tradeshow support at KBIS (Kitchen and Bath International Show) included an appearance by Masters of Flip (HGTV) stars Kortney and Dave, who posed in the tub and shared their thoughts on social media.
Most importantly LCI’s efforts contributed to a sell-through of Avalon that was three times higher at its debut than originally forecasted.
To date, LCI has secured coverage for Native Trails products, including kitchen and home furniture, with outlets including 805 Living, Apartment Therapy, At Home In Arkansas, Arts & Crafts Homes and the Revival, Better Homes and Gardens, Boutique Design, Canadian House and Home, Cape Cod Home, Cottages & Gardens, Domino, Green Lodging News, HGTV Magazine, House Beautiful, Inspired Home Magazine, Kitchen & Bath Business, Kitchen and Bath Design News, Log Home Living, Luxury Magazine, Modern Building and Design, Metropolitan Builder, Midwest Home, National Public Radio (NPR), Old House Journal, Property Brothers, Remodelista, San Diego Home and Garden, South Florida Luxury Magazine, St. Louis Homes & Lifestyles, Sunset Magazine, This Old House Magazine, TODAY.com, Western Home Journal, Your Villa, and many more.
“Our Avalon product was a great success – we sold almost three times more than anticipated. The LCI team’s excellent media relations work really helped us raise awareness and interest in this high-end architectural piece for the home.” - Eric Dietz, National Sales Manager