Dan River expands better bedding lines

Michele SanFilippo, March 15, 2004

Dan River will roll out additions to its Lilly Pulitzer, Supreme Dimensions and Alexander Julian lines in time for the New York Home Textiles Market. Its showroom will feature a four-lifestyle setup that reflects casual, contemporary, traditional and designer patterns.

The company will be adding three top of bed designs this market in Lilly Pulitzer, and more this summer as well as in the fall, which may include a limited-edition quilt. "We're trying to create core basics for Lilly that get replenished each season," added Lou Casali, senior vice president of sales and marketing at Dan River.

Geri Wetmore, vice president of lifestyle brand marketing and new business development at Dan River, said, "We're really pleased with the initial launch. The plan is to have frequent introductions in a controlled time frame."

Shipments will be staggered during the year, so there's always something new, she said.

The new looks for market include Cabana Stripe in both fuchsia and passion; Palm Dream, a microsuede look in soft pink with green Lilly palm tree embroidery; a cotton knit throw in white and passion colorways; and a coordinating cotton knit decorative pillow.

"With Lilly being a one price structure product brand, maybe we can break the sales paradigm that dominates our business," said Casali, adding that the brand has been making some headway with national chains and getting additional shelf space.

"The objective is to target the right doors with the right demographics to carry the products," he said.

In Alexander Julian, Dan River will be introducing three new designs for market, as well as a new coordinate sheet that works with these patterns.

"We want to have a handful of licenses in the adult bedding area that are meaningful and really stand for something among consumers," added Wetmore.

In Supreme Dimensions, Dan River will feature a wide array of introductions. There will be about 20 patterns in Supreme Dimensions Alternative Top-of-Bed comforter sets with coordinating sheets, two Supreme Dimensions Classics patterns, three Supreme Dimensions bed-in-a-bag ensembles, and three Supreme Dimensions Texture Printed comforter sets. In Super 300, there will be four new patterns and about seven new bed-in-a-bag designs.

The new Supreme Dimensions Classics moderate luxury looks are Royalty and Fraternity. Royalty is a small paisley design in burgundy and tan printed on twill, while Fraternity is a Greek key design with fencing on the front in navy and ivory on cotton twill.

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