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Sheridan propelled by new strategy

New York – Sheridan USA has unleashed a good/better/best strategy to help it redefine a brand that had previously targeted a narrow, upper-end niche.

Sheridan products at the “good” end of the spectrum, such as printed bed-in-a-bags, would retail for $89 to $129, while value-added jacquards and wovens in comforter sets in the “better” category would run $149 to $199. At the “best” end of the brand, high-end comforter sets would retail for $299 to $349.

“We want to compete at all levels with our brand and believe we can become a competitive force in the industry by spring,” said Bob Gehm, who recently took the helm as president.

Next on the agenda, Sheridan will be enter solid-color and embellished towels, bath accessories, beach towels, window treatments and juvenile bedding, with launch set for the spring 2004 market.

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