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United Feather & Down Expands on Brand Front

UF&D’s BrandonUF&D’s Brandon Palmer, far left, and Steven Palmer, far right, with Sheex creators Susan Walvius, left and Michelle Marciniak, right.
NEW YORK - Basic bedding resource United Feather & Down is providing aggressive new line extensions to several of its main branded programs this market -- including Portico Home + Spa and Villa Di Borghese -- and has also landed an allnew partnership with Sheex, a luxury performance fabric brand.
     All the products were on view during market at the UF&D showroom, directly across from Bryant Park at 1071 Avenue of the Americas (6th Ave. at 41st St.), Suite 200.
     The Sheex brand was founded in 2007 by former University of South Carolina basketball coaches and student-athletes Susan Walvius and Michelle Marciniak. The line embodies "the same moisturewicking ability, stretch and breathability" of performance athleticwear, the company said. Bed sheets were introduced the same year. UF&D will now augment Sheex Home with pillows, comforters and mattress pads.
     "Sheex is a truly unique and innovative brand, and we look forward to working with Michelle and Susan as they expand the product line," said Bob Hickman, svp of sales and marketing, United Feather & Down.
     "Sheex Performance Bedding is the first product of its kind on the market, so it was important for us to find a partner that shared our vision and forward thinking," said Sheex co-founder Marciniak. "United Feather & Down's reputation as an innovator in the bedding industry and its unparalleled attention to detail and quality makes the company a perfect fi t for us as we grow our brand."
     In other developments on display this market:
     • Borghese Gold is the newest collection in the Villa Di Borghese brand program; it features a Tencel/cotton blend paired with the trademarked Botanical Down or Botanical Down Alternative, Borghese's signature fi lling material blended with natural Tencel Lyocell fiber. Villa Di Borghese also adds four new colors of 100% ring-spun cotton woven blankets and six new colors of basic sheets with aloe-infused fi bers; down and down alternative-fi lled booties and lap throws; and soy and aloe-infused memory foam pillows. Every item in the collection is packaged with a gift-with-purchase.
     • Portico Pure Luxe joins the Portico Basic Bedding line already provided by UF&D. Pure Luxe is available in both 100% certifi ed organic cotton and the new "Genius" blend of Tencel and organic cotton. Fills offered are UF&D's patented Freshness Assured Lyocell Down and the company's Naturelle down alternative. The product array includes comforters, pillows, blankets and mattress pads. The Basic line this market adds 230TC and 300TC GOTScertifi ed organic cotton blankets, with the same choice of fi lls. Featured colors: moonlight blue, fern green, and cloud.
      • Dr. James B. Maas, the UF&D spokesman for sleep research and advice, sees his program with the company expanded in both the Sleep for Success! and Dr. Maas' Choice for Allergy Relief lines. Line extensions include Tencel lyocell fi bers in fabrics and fi lls for moisture management and temperature control; pillow constructions tailored to side, back, and stomach sleepers; SilverFill Down Alternative for allergy relief; and a travel and home therapeutic pillow line. Each product is uniquely packaged with a free booklet, "How to Get Eight Great Hours of Sleep," containing sleep tips and research excerpted from his newly published book "Sleep for Success! Everything You Must Know About Sleep But Are Too Tired To Ask."

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