Tupelo-based Prime Designs is building recliners, sofas and other furniture emblazoned with the Duck Commander logo, following a two-year licensing agreement the companies reached a few weeks ago.
The Duck Commander logo is embroidered on the recliner, a detail Prime Designs said the company liked over other ideas
Prime Designs, which now employs about 120, is investing $500,000 and adding up to 120 jobs in the next year to build the Duck Commader-licensed products.
The furniture maker is the first to get a licensing agreement from Duck Commander, the company behind the popular “Duck Dynasty” show featured on A&E.
Prime Designs co-founder Tim Richey said the sales potential of the Duck Commander-licenced line is unlimited.
“It could be $60 million to $100 million – we’re just not sure at this point,” he said.
At the end of the two-year agreement, the two companies will review the results.
“If they’re happy with the results, we can continue the license.” Richey said. “We hope we make them very happy.”
A big selling point was that Prime Designs opted to embroider the logo onto the furniture, rather than have it as a sewn-on decal. In addition, the logo is prominently displayed.
While the camo pattern is an obvious link, other patterns are available, too, said PD national sales manager Jerry Marlin.
“We’ve have solids, cotton, leather and even wood trim,” he said.
Prime Designs was apparently the first furniture manufacturer to approach Phil Robertson and the Duck Commander crew about licensing the company’s name on products, and the first to get a license.
“‘Duck Dynasty’ is the name of the A&E show, but Duck Commander is the name, the company behind why the show exists,” Marlin said. “We were fortunate to be the first to ask. There have been others after us. And there’s Duck Dynasty-licensed products, but we don’t have anything to do with that. We’re strictly Duck Commander.”
Several top 100 national furniture retailers have already placed orders with Prime Designs, and the company is negotiating with Walmart, Sam’s and other large chains.