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Barth & Dreyfuss create `special' room

New York — Barth & Dreyfuss is establishing a renewed focus on its specialty store customers by giving them a room all their own.

The manufacturer and importer of table linens, kitchen textiles, decorative pillows and bath coordinates is currently remodeling its New York showroom to create a special section catering specifically to the specialty home textile market of specialty, department and other upscale retailers.

"We are essentially splitting the showroom in two," said Tom Orr, senior vp, merchandise. "One area will continue to serve the mass market, which is the bulk of our business, but the other will serve the specialty market. We feel we need to present the product appropriately to those retailers, and this is what we thought was the best way to do it."

The look of the new space has not been decided yet, but Orr said it will have hardwood floors with some tiles and new fixtures and redesigned ceiling. "It will be a more upscale look," he added.

In the specialty section, all of Barth & Dreyfuss' product categories will be represented, Orr added. "We haven't finalized the theme yet. We were leaning toward a Tuscan look, but we still aren't sure."

Orr said that Barth & Dreyfuss already does business with the specialty store market but that the company is looking to enhance its product development. Helping push that effort is Susan Bennie, who was hired earlier this summer as the company's vp, design for specialty stores, a newly created post.

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