Royal Velvet Gets Specific in Re-Launch

New York — Royal Velvet bedding is shifting gears. Launched at market last year as a mostly generic, solid color program, it will now address a more specific point of view.

“Going forward, we’re going to take things that a traditional consumer understands but add unexpected elements,” said Tony Vieira, vice president of design, Home Brands Group, Li & Fung.

The company is RV’s licensee for fashion bedding, bath, kitchen, table and coordinate window. Other licensees include Maples for bath rugs; Blue Ridge Home Fashions for white goose down and down alternative comforters, blankets, throws, pillows, featherbeds and fiber beds, as well as solid color duvet sets and various set configurations; and Classic Slipcovers for slipcovers.

The brand, which is owned by Official Pillowtex LLC, recently launched a national print advertising campaign featuring the slogan: “If you could wear it, you would.”

During the New York Home Textiles Market, Royal Velvet will place advertising kiosks on Fifth Avenue and erect billboards over Broadway and downtown on Lafayette Street in Soho.

“We’re starting an ongoing communications strategy with consumers,” said Jack Toolan, executive vice president, Home Brands Group, Li & Fung. “If you’re going to build a true consumer brand, you have to act like one.”

Royal Velvet will show five beds during the market: four print and one yarn-dyed construction. Looks include a preppy brite, a contomeporary, American traditional, French nautical and a paisley. Queen comforter sets will retail at $149.99.

The core solid color sheeting program has also been revamped with an emphasis on finish and hand. There are two grades in the program. Royal Velvet Legacy is a 300-count, 60/40 blend of Pima cotton and polyester. Available in 12 colors ranging from soft to mid-tones, a queen set will retail at $49.99. Royal Velvet Signature is a 350 percale available in 12 soft, spa-like hues. A queen set will retail at $59.99.

The two distinctions are also made in the towel program. Royal Velvet Signature, which recently began shipping to stores, is constructed of 100 percent combed and compacted cotton. The towel is available in 25 colors and retails at $9.99. The Royal Velvet Legacy towel is made of combed cotton and retails for $7.99. Both towels are 17 lbs. and measure 30-by-56 inches.

The brand will also introduce a trade-up towel during market and preview Royal Velvet flannel and jersey sheet constructions.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

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