LeBron James’ Children Furniture To Hit Stores in Fall
Published: Monday, 19 Jul 2010 | 3:32 PM ET
By: Darren Rovell
CNBC Sports Business Reporter
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Will parents in Cleveland approve of their children sleeping on LeBron James?
That question will be answered in the coming months, as American Signature, the company that signed the former Cleveland Cavaliers star in February, has confirmed to CNBC that it will continue with its plans to launch a collection of items inspired by James.
"Our relationship with LeBron has not changed,” Jonathan Schottenstein, chief operating officer of American Signature, said in a statement provided to CNBC. “The youth collection by LeBron James focuses on his commitment and relationship with America's youth. We are looking forward to this introduction in the Fall.”
American Signature is a private furniture company based in Columbus, Ohio. The company has 13 of its 125 locations that are managed under the brand name Value City Furniture within a 100-mile radius of Cleveland.
James’ name doesn’t have much value there any more and, at least for now, he isn’t thought of as highly in the other cities he didn’t go to. The company has 14 Value City locations within 100 miles of Chicago and six American Signature stores within a 100 miles of Manhattan. The company only has two of its stores within a 100-mile radius of Miami, where James has signed to play for the Miami Heat for the next six seasons.
"The youth collection by LeBron James focuses on his commitment and relationship with America's youth. We are looking forward to this introduction in the Fall.”
It is not known exactly how American Signature will market the collection, which is expected to include beds, desks and other children’s furniture.
The company filed for the trademark “Home Court by LeBron James” in October. According to the filing, the name would refer to items, including “furniture, mirrors, picture frames” as well as “wood, cork, reed, cane, wicker, horn, bone, ivory, whalebone, shell, amber” and plastics.
Furniture Today reported earlier this year that James’ home furnishing line will involve his longtime girlfriend Savannah Brinson, with whom he has two children.
The Schottenstein family is intricately tied to Ohio sports and LeBron. In 2009, James nominated Jay Schottenstein, Jonathan’s father, to Time Magazine’s “Time 100,” the list of the world’s most influential people. LeBron also gave his fellow East All-Stars gifts made out of Steuben Glass, which has been owned by the Schottensteins since 2008, at the 2009 All-Star Game. Ohio State plays its basketball games at the Value City Arena at The Jerome Schottenstein Center.