Expanded license: Revman brings Laura Ashley into hard window segment

Marvin Lazaro, December 16, 2002

Revman Industries is expanding the scope of its Laura Ashley license beyond fashion bedding into soft window coverings.

The line was originally unveiled during the New York Home Textiles Market in October at Revman's 6th Ave. showroom. Although the line is freestanding, Revman can create coordinated designs for existing Laura Ashley bed ensembles upon customer requests, said Rich Roman, president and ceo.

"By extending the program into freestanding window, we're giving consumers the opportunity to buy more interesting products for their windows," Roman told HTT. "We've always done the coordinates for the bedding. This is another opportunity for consumers to use the Laura Ashley lifestyle for other rooms in their homes."

Aimed at department stores and specialty stores, both panels and top treatments are part of the offering. The initial lineup doesn't include sheers. Price points, Roman said, are very competitive and are "more aggressively priced than other designer window treatments," while the top treatments look custom-made and more elaborate. A 40" x 84" panel starts at $39.99 at retail, while the top treatments are in the $29.99 to $39.99 range. Looking to tap into the recent surge of the kitchen tier and curtain segments, both are also included in the line.

Revman previewed the line prior to October, with some patterns gaining placement at retail.

Said Roman, "The reaction was pretty good and very favorable. Those really into the window business … liked it. It brings a freshness to their line.

"It's doing very nicely [at retail]," he continued. "It's a category that's ideal for Laura Ashley-type customers, so there's an opportunity for retailers to boost their incremental sales."

Jacquards featuring various prints, designs and textures are all included in new styles. The company has also pulled from the Ashley library and recolored and updated product in an effort to update those established designs.

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