Rose Tree Bows Elizabeth Arden Bedding
August 21, 2006,
New York — Rose Tree Linens has launched a home textiles collection under the Elizabeth Arden brand at the market here this month. The first segment is a collection of six bed ensembles.
Rose Tree holds the license for a broad range of home textiles products — decorative pillows, throws, blankets, and quilts — that will be introduced in future markets beginning next February, said Mark Rose, vp.
Elizabeth, the signature bed, uses wide bands of elaborate embroidery in verticals stripes on the bed, and embellishments like crushed velvet trim on the pillows.
Indigo Bay is a tailored denim look with distinctive accents of red, white and blue.
While Tea is a satin with grosgrain trim as embellishment, while both Blue Grass and Serenity use very different approaches to blue and green color combinations.
The collection will be sale priced at $199 to $349 for a queen comforter set with distribution pegged to the broad department store community with shipments pegged to first quarter 2007.
Part of the interest in the Elizabeth Arden brand, Rose explained, is its reach as a beauty and spa icon with its legendary red door a highly recognizable symbol. In fact, for the next market, the entry to the Elizabeth Arden room in the showroom here will sport a red door.
An asset in the product development for Rose Tree was that “we didn't have to fight to make an apparel look work in the home, as so many licenses do today. It's all about beauty,” Rose observed.
And while marketing plans are still in the early stages, Rose anticipates some activities not typical of the home furnishings business, noting, “The beauty industry is noted for tremendous marketers.”