New Ohio Furniture Line: ‘Home Court By LeBron’

Ohio-based Value City Furniture recently confirmed to Darren Rovell of CNBC that the Columbus company still plans to proceed with a children’s furniture line officially endorsed by LeBron James.

(As they say in turncoat-branded furniture biz: Location! Location! Location!)

Rovell reports that the company, which has 13 standalone stores in and around Cleveland, filed for the trademark, “Home Court by LeBron James in October.

Industry publication FURNITURE TODAY reports that input on James’ home furnishing line will come from the NBA player’s girlfriend Savannah Brinson. James, who is not married, has fathered two children with Brinson.

Chief Operating Officer Jonathan Schottenstein oversees 125 Value City stores and Monday was apparently unwavering in his support of the former Ohio icon:

“Our relationship with LeBron has not changed. 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.”

James has a close relationship with the Schottenstein family as he nominated Jay Schottenstein, Jonathan’s father, to Time Magazine’s 100 world’s most influential people list in 2009.

The Ohio-based Schottensteins’ decision to stick with James appears to be a questionable one, for obvious reasons.

But if the new furniture line includes breakthrough flame-retardent technology, then I suppose you could make a case for the partnership.