Twin-Star Acquires Bell’O

Twin-Star International has acquired Bell’O International Corp., which combines two design-oriented mass-market furniture producers. A Twin Star spokesperson told HomeWorld Business that the deal has the potential to increase retail distribution for both companies and touted product line synergies, particularly in media-oriented furniture. 

Although its distribution is throughout the mass market, Twin-Star has not done appreciable business in the electronic specialty retail channel, where Bell’O is heavily placed in that market, the spokesperson pointed out.

Twin-Star stated it that it will include Bell’O products in its new showroom, which is debuting as part of the Fall High Point Market’s opening day on October 18. The presentation will mark the first appearance of the Bell’O brand at the High Point, NC, market, Twin-Star maintained.

Bell’O, founded in 1988 and headquartered in Morganville, NJ, has primarily produced audio/visual furniture, accessories and home theater seating. Recently it introduced collections of upholstered headboards, desks and metal decorative beds, which are distributed under a licensed agreement with Serta. The Bell’O Digital brand, also part of the acquisition, produces consumer electronic accessories including digital headphones, AV cables, TV mounting brackets, and power surge protection devices. Twin-Star, headquartered in Delray Beach, FL, manufactures and markets ClassicFlame, Duraflame, Chimney-free and Pro electric fireplaces, Tresanti media consoles, refrigerated wine cabinets, kitchen islands and beverage curios, and Luxe bathroom furniture. Among its recent initiatives, Twin-Star has been adding audio to its furniture offerings including fireplace mantels.

“Bell’O has a longstanding reputation for superior design and quality products, making for an excellent fit with Twin-Star’s strategy and our existing product lines,” Robert Cohen, Twin-Star’s CEO, said in announcing the acquisition. “The synergistic strength established by blending our companies will provide our customers with a greater array of innovative, must-have products and improve the distribution capabilities of both companies.

Bell’O CEO Marc Sculler, noted, “We began partnering with Twin-Star earlier this year to bring our customers the industry’s best electric fireplaces. That relationship proved to be so successful that we immediately saw additional opportunities to leverage our combined strengths and work together for the benefit of our customers. In particular both organizations have a strong focus on new product development and bringing innovative products to our customers, which is core to our success.  Our management team is extremely excited about the opportunity for the growth of our collective brands. This acquisition will result in significant growth and opportunity for the companies and our retail partners.”