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Peacock Alley Launches Couture

Peacock Alley will launch Peacock Alley Couture at the winter markets in Atlanta, Dallas, New York, and Las Vegas.

The collection, which is styled above the regular Peacock Alley line, "has been designed for the better specialty stores who want something more special for their customers," explained Mary Ella Gabler, president. "We felt that we needed to round out our master brand."

The Couture Collection will feature "looks that are very understated, very classic, very elegant — looks like geometrics combined with more traditional themes," Gabler added.

"The collection brings us to a new level of sophistication, construction, undeniable style and a little more glamour — but still unmistakably Peacock Alley understated style."

The debut collection features two beds as well as bath coordinates — microfiber cotton towels, 600-gram weight in 12 colors — and a blanket, Heavenly Blanket, a plush microfiber polyester with silk binding.

The Isabella bed with a large scale matelasse for the coverlet, shams and bedskirts is featured in pearl and topaz with Sorrento, a reversible paisley stripe/lattice motif as duvet and shams, and San Pietro sheeting in 630-count cotton sateen.

Vasser, a paisley in soft blue and straw, works with Emilia, a vermicelli matelasse in four colors and Sonata, 400-count cotton sateen sheets with colored embroidery on white.

The queen duvets will retail for $720; the bath towels will be $34, and the Heavenly Blanket is $155.

The company did an extensive amount of market research prior to developing the program, Gabler related. "We're trying to go more to the consumer, to find out what they think about Peacock Alley and what they are looking for [in bed and bath]. What we found was, many think of us as 'smart value' but not as luxury linens as they do the Italians."

The resulting Couture Collection brings the company into that milieu, she noted. But at the same time, "We are trying to reach the aspirational customer" — a goal that created Dream at Home, a program under license to Homestead that has just rolled out to 100 plus Linens 'n Things stores.

"This program — plus the master brand and the new Couture Collection — provides an opportunity for us to reach these unique segments; thus we are growing our brand reach."

"Now more than ever before, luxury means different things to different people in different places. People are claiming their own style of luxury. The ability to create a personal space that reflects individual style and personal pleasure is key."

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