Veratex to produce Borghese luxury line
Home & Textiles Today Staff -- Home Textiles Today, September 16, 2010
At the New York Market - Borghese Inc. is looking to extend the reach of its high-end cosmetic, skincare, fragrance, and spa lines further into home textiles via a newly inked partnership with fashion bedding and bath house Veratex.
The upcoming Borghese-branded bedding and bath collection will span top-of-bed styles, both basic and decorative bath towel ensembles, shower curtains, bath accessories, accent bathroom rugs and decorative pillows. The assortment will target upstairs department stores and specialty stores, as well as television retail networks in the United States and Canada.
Borghese's licensing agent, IMC Licensing, which specializes in consumer product brands, negotiated the licensing agreement with Panorama City, Calif.-based Veratex as well as a second simultaneous deal with Orange County, Calif.-based Spa Cre8tions for bath and spa accessories.
In the past, IMC has negotiated a separate but related home textiles program with United Feather & Down for Borghese-branded luxury basic bedding. The agency said it is currently working on the next generation of Borghese goods to include sleepwear, loungewear, home décor, apparel, fashion accessories, and home fragrance.
"We are excited to reach a broader range of consumers via our expanding, stylish and colorful bed and bath collection," said Neil Petrocelli, vp of marketing and sales, Borghese. "These additional programs support our efforts to build a lifestyle brand that blends our rich Italian heritage with contemporary form and function. Our innovative and meticulously-designed products capture the incredible sense of beauty, fashion and style that Italy is known for, now in a line of products for everyday living."
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