Pillowtex has it in the bag

Marvin Lazaro, March 19, 2001

KANNAPOLIS, NC -Going into its first market as it restructures under Chapter 11 bankruptcy, Pillowtex is moving more aggressively into luxury with the introduction of a new high-end line under its Versailles label and simultaneously bringing more value to its Royal Velvet moderate priced bedding by converting the program to bed-in-the-bag.

The new bed ensemble collection, called Decor, will contain 230-count, 100 percent cotton sheets with decorative edges and engineered borders. Top of the bed features woven designs. All components will be produced domestically.

"Frankly, this is most efficient way for consumers to buy a product," said David Williams, director, department specialty store design, Pillowtex.

Madeline, which has a silken shimmer, combines purples and greens on a warm platinum ground. Trailing branches on a soft green background adorn the comforter, while tonal leaf motifs decorate the coordinating sheets.

Nova is a large-scale paisley on a neutral color scheme that carries through on all of the components. The sheets feature a repeated scroll motif as well as an ornate border design.

Contemporary spiral motifs blended with acanthus leaves are the main design element on Straffield. A striae texture in the background offsets a coordinate menswear check. A decorative border finishes the coordinate sheeting.

Tibet features a paisley-inspired jacquard woven tile motif done with blue and gold tones. A small diamond woven coordinate fabric, as well as rope cording and tassels, finish the ensemble.

A modern black on mink floral design on silk-like micro denier highlights Zoey. The shimmer on the top-of-bed contrasts with a boucle texture fabric and a geometric design for the accessories.

"The beds are more master bedroom, but they're not that serious, either," said Williams about the introductions. "They're not so cemented into the ground that consumers will feel intimidated by the bed.

In the high-end side of the business, the mill's new Empress collection will supplant Palace as the top tier under the Versailles label, which also includes Trusseau. Aiming at the European luxury look, Empress offers a 300-count sheet and uses lighter jacquards in construction.

Two beds, Marie Antoinette and Dauphine, will make up the initial introduction for market, featuring richly embroidered trims on sheets and pillowcases, as well as embroidered touches on the bed cover.

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