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Elrene expands seasonal offerings

New York - Encouraged by improvements in sales of 2013 Easter products and a rosier outlook on economic growth, Elrene Home Fashions is bringing to market a hefty serving of new table linens and kitchen textiles for the fall and winter seasons.

As Bryan Siegel, chairman of the board and ceo, told HTT: "We think that this year in particular will be a pretty strong seasonal year. We've been getting some good, early responses from our Easter sales - they are picking up nicely as the weather has improved. Already this is definitely a better Easter season than we had last year in terms of retail sales. They definitely have been ahead of last year's, for sure."

Encourage by that, he continued, "we believe the coming big seasons [Halloween, harvest, and Christmas] should be pretty strong, too."

Elrene has created for launch at the New York Home Fashions Market "lots of fun, cheery, novelty-type looks with lots of color. Even for Christmas, when you think of the traditional reds and greens, we've we are offering more colors like Kelly green, pop reds and other vibrant colors. We're taking a more moderate approach this time, not going too cutesy or too serious, but rather much more fresh and clean. Just an overall more moderate aesthetic."

In terms of the number of patterns and collections the company has developed, "everything went up" for this market compared to the prior year, Siegel said.

"Last year, for Halloween, we showed about six collections. This year, we have eight," he explained.

Within the new assortment, there is a heavier emphasis on vinyl offerings and coordinating kitchen components for trick-or-treat season, in response to customers' requests for more child- and party-friendly wares.

For the harvest season, Elrene is showing 14 collections, versus last year's 11, and virtually all are fabric.

Most significant, and at no surprise, is that Elrene's new batch of Christmas linens span about 20 collections - an increase from 2012's 17 offerings, and fabric here also dominates the assortment.

On par with last year is the Hanukah line, which comprises about three styles.

In the soft window category, the company is launching about five new designs at market.

"Window has turned out to be a nice growth area for us," Siegel added. "We are happy with the business, happy with how it is going, and we like that is allows us to test the boundaries on different fabrics. We are having a lot of fun doing that and using a lot of that influence in other areas, namely table linens."


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