Casual transitional bedroom, dining and living room furniture covers good, better, best pricing structure within the licensed line
HIGH POINT — Magnussen Home is expanding its lineup with Salt Life at the October market with several introductions that capture the coastal casual design elements of the iconic lifestyle brand.
The launch is the second since the debut introduction last October and the first since the Salt Life brand was acquired by Iconix International in partnership with Hilco Consumer-Retail Group late last month following the June Chapter 11 bankruptcy of previous owner Delta Apparel. Hilco also announced in late September that it was closing all 28 Salt Life retail locations, putting the future of the brand in question.

But the new ownership has plans to expand product lines with other licensing partners that are in addition to its partnership with Magnussen. These include:
+ Bath products including towels and accessories.
+ Beach gear.
+ Tabletop that includes coastal-themed tableware and décor.
At Magnussen, the introductions include a bedroom, dining room and living room collection with two beds, three dining tables and two new occasional groupings; a bedroom and dining collection with two beds and two dining tables, and a bedroom-only collection with three beds. The company also is introducing several new settings of Salt Life motion upholstery that include sofas, sectionals and recliners that correlate with the occasional pieces. The company described the styling as soft organic and casual transitional forms that are popular with today’s consumers.
“Salt Life is more than a brand — it’s a lifestyle,” said Lauren Steinke, senior vice president of Home at Iconix. “We’re thrilled to partner with Magnussen Home to bring the relaxed beach vibe into homes with beautifully crafted furniture that reflects our essence.”
“Magnussen Home has masterfully crafted three exclusive collections that embody the Salt Life brand’s spirit,” she added. “Their craftsmanship has brought Salt Life’s essence into the home, and we’re excited about the opportunities this partnership creates.”
The October introductions are in addition to three case goods collections that Magnussen debuted under the Salt Life Home brand last fall. This product has shipped and will soon hit retail floors.
The new introductions, which are expected to ship in the third quarter of 2025, will offer a good, better, best mix of pricing within the line. Details on specific price points were not immediately available.
“We are going to broaden our price points from the initial introduction to be able to appeal to a broader dealer base,” said Adam Tilley, chief product officer at Magnussen Home, adding that the company has launched a new website for the brand and is working on a marketing campaign with the new owners to feature social media and the involvement of influencers.
The marketing efforts also will include digital campaigns, email marketing and public relations efforts to engage a diverse group of consumers.
“This is a reenergized brand,” Tilley said. “The new owners are prepared to invest heavily, and it is not going anywhere. It is picking up steam.”
At market, the new collections can be seen at Magnussen’s showroom in Space M 810 of the International Home Furnishings Center.