New Powell Group Lets Kids Live Like Rock Stars

Powell furniture has announced several new youth collections inspired by lifestyles that many troubled teens aspire to. One such group, 'Rock and Roll,' surrounds children with the furnishings that one might see if they lived on the road with a band. "Most of our customers will probably never be rock stars, but at least they can live like the drug-addicted sycophants that follow them around on tour", said Tom Liddell, senior VP at Powell. "Most parents might be disturbed to walk into their kid's room and find their child passed out drunk but with our group it's all part of the experience."

As with most introductions, Powell is counting on its retailers to finish out the look with in-store merchandising. "Really the only way for this group to work at retail is for the stores to play loud music and have drunk teenagers hanging around the display" Liddell noted. "We did quite a bit of consumer research" Liddell explained, "and parents kept using words like Britney, Lohan, Paris Hilton, Kardashian and Nicole Ritchie to describe how they envision their children's lives."

The collection will be on display in Powell's High Point showroom next week with plans to ship to retailers in the fall.