Frette launches new brand: Edmond
April 15, 2009,
New York – Fine linen producer Frette has launched a brand in honor of company founder Edmond Frette featuring more contemporary looks and, in a first for Frette, prints.
Duvet covers include poplin prints and sateen jacquards. Patterns include geometrics, animal prints, weathered tile, and curvilinear floral motifs.
The collection is being merchandised open stock. Pricing runs to about one-third of Frette’s, with components for a standard bed set totaling about $400 to $450.
To support the brand launch, the company opened its first Edmond store April 10 in London’s Westfield Mall. Another will open in Milan this July.
In the United States, Edmond will be carried in all Frette stores.
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