Ellery Builds on Branded Business

Carole Sloan, March 9, 2010

Ellery Homestyles' licensed programs have been refreshed for the season.

For this market, “it's not your grandmother's Waverly,” explained Chip Scala, president of the division. “We've expanded the family of looks and designs and there are tons of designs in the archives. Today's looks are now cleaner, updated versions of the archives with more youthful colors like chocolate, black, gray, deep reds, and simpler top treatments like clips and buttons.”

An important addition to the Waverly mix is the Sun 'n' Shade program using Waverly's indoor/outdoor for window, decorative pillows and cushions, Scala reported. Overall, it's more well rounded and has a good, better, best mix.

For the Williamsburg license, the division is launching an updated version of the classic Parterre print in chocolate and gold as well as Charlotte, a floral with pinks and roses.

As for business in general, Ellery ceo Budd Goldman said: “I have nothing to complain about; we're continuing to develop partnerships with retailers. Product is secondary to execution and delivery and price. It's all about consumer products, not home fashions.”

As for other business alliances, Goldman said, “We will do anything that is complementary to our business, but there are not many companies under $100 million out there any more.”

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