Hollander adds Neuburger basic bedding

Marvin Lazaro, April 15, 2002

The Karen Neuburger brand will adorn yet another home textiles brand as Hollander Home Fashions and KN Ltd., the licensing arm of Karen Neuburger, have announced an agreement to produce a basic bedding line.

Pillows, mattress pads, featherbeds, fiber beds, comforters, blankets and throws for adults and juvenile will all be offered when the line debuts during the October 2002 market. Both domestically manufactured and imported product will make up the line.

"The Karen Neuburger look fills a void in the marketplace," said Dave Sides, president of Hollander's Basic Bedding division. "Together we'll offer a tremendous opportunity in style and value for department stores and better retailers."

Said Jeff Hollander, president and coo of Hollander, "Karen Neuburger really gets the female customer. She knows what consumers want in their home — more meaningful comfort."

Neuburger initially gained notice for her line of pajamas, which have been touted by TV talk-show host Oprah Winfrey. Neuburger has since been on Winfrey's show several times. As a result of the media coverage, Neuburger has been dubbed the "Queen of Comfort."

According to Jeff Casner, senior vp and director of brand development for KN Ltd., Hollander was the ideal choice for the license because of its "wonderful resources" and "its great relationship with its customer base."

"They bring a lot to bear," Casner said. "They are very intelligent people and have an excellent design team."

The relationship with Hollander represents Neuburger's first foray into basic bedding. Hollander said it was too early to talk about construction but that Neuburger herself would have final approval on all designs and she very involved in the creation of the line.

"We're going very intimately with Karen and her vision of what she is," Hollander said.

The Karen Neuburger at Home fashion bedding collection had previously been held by Guilford Home Fashions, which has since been sold to Homestead Fabrics Ltd.

"I wish them well, but there's not going to be any ongoing relationship with Guilford and Karen Neuburger," he said. "We had a discussion with Homestead; however our direction and goals were not the same."

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