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Vinnie Jones proves a big hit at JFS
Balta Group

Drawing crowds from far and wide, the debut appearance of Vinnie Jones at the January Furniture Show proved a fitting, high-impact spectacle, marking the official trade launch of the new Deacon Jones by Crown Floors collection.

While widespread media coverage on the celebrity collaboration dominated headlines at the end of 2016, the main event was left to the Monday afternoon at JFS, as the legendary football and movie hard man was on hand to meet visitors, sign autographs and reveal the reasons behind his decision to join forces with friend, Danny Deacon, and Crown Floors, for this exciting new carpet concept.

As Vinnie explained to guests, he has always had an interest in interiors thanks to his father’s business, and when lifelong friend Danny approached him about a potential collaboration with Crown Floors, he could not say no, especially when he understood that the final carpet collection could share the same characteristics that had marked out his successful career.

Geert Vanden Bossche, Marketing Director, Crown Floors, recounts:
“When Danny approached us about the potential tie-up with Vinnie Jones we jumped at the chance. We are always looking at new and interesting ways to introduce fresh products, and such was the unique nature of this celebrity collaboration we knew it would be the perfect fit for Crown Floors.

“We spent many months working with Danny and Vinnie to come up with the final choice of eight collections, with each carefully chosen with Vinnie’s characteristics in mind. Therefore, by choosing four X-Tron extra-strong polypropylene fibre ranges to mirror his tough image, and four super-soft fibres spanning polypropylene and polyamide to reflect his softer side, we knew we had the perfect portfolio to support our route to market. Feedback before, during and since the show has been overwhelming and high street consumers can look forward to seeing a lot more of Vinnie in the coming months!”

Alongside the Deacon Jones by Crown Floors striking double-sided book stand, featuring a near life-size Vinnie Jones for added impact, Crown Floors also used the show to present new collection and point of sale updates, all of which are helping Crown Floors to evolve into one of the leading carpet brands in the UK.