• Cecile Corral

Safdie Adds Basics, Novelties

Safdie International Inc., the newly structured U.S. division of Canadian parent Safdie & Co. in Montreal, came to market earlier this month with several new looks in basic as well as novelty looks across several home textiles categories.

Mark Burke, national sales manager, said Safdie has developed new beach towels, spring throws, outdoor weather-resistant coordinate collections and even an accent furniture piece called the "Fun Ball" seat, which is covered in faux fur.

Safdie International operates a large warehouse facility in Champlain, N.Y., where it keeps in stock about 85% "of all of the skus that we sell," he said. And to aid current and new retail customers, Safdie said it is capable of stocking new and replenishment program "on our shelves for them at all times."

Burke described Safdie's Fun Ball as "like an old-time bean bag" but instead filled with 100% poly inserts. The face is a plush faux fur, solid colored and available in a variety of bright hues as well as more subdued neutral earth tones.

"We've had an excellent response to it in Canada when we launched it there about a month ago at many retailers," he said.

Catering to the middle to higher end stores, the Fun Ball is available in two sizes — 12- and 30-inch diameter — and is set to retail for $12.99 and $39.99, respectively.

In the beach towel category, Safdie is presenting new designs to its high-end double woven and double jacquard Egyptian cotton collection — a core product line for the company's parent in Canada. These Egypt-made pieces feature dobby borders on both sides. They are set to retail for $15.99 to $19.99.

New is a sampling of outdoor, weather-resistant table linens and chair pads — and in some cases, matching beach towels from the Egyptian cotton program.

Placemats, tablecloths and chair pads are made of a durable synthetic fiber that can wick away water and won't fade in the sun. There are also laminated placemats made of vinyl in the line. Suggested retails include $7.99 to $9.99 for a chair pad.

The throw mix is being expanded with new springtime colors, such as cool greens, corals and lighter blues.

"We've also come up with a wearable Shoulder Throw product," Burke said. It comes in four colors and is made of 100% polyester. It is priced to retail for between $12.99 and $14.99.

For its kitchen textiles category — which Safdie boasts exceeds 1,000 skus — the company is showing "a lot of new prints and patterns, and we are also offering many new sets of placemats with napkins or tablecloths with napkins," Burke said.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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