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Welspun fuels fashion with Amy Butler  

At the New York Market – Amy Butler, a home sewing/crafts celebrity, headlines an extensive new array of bed and bath product at Welspun that also includes expanded introductions of the company’s “Smart” stain- and wrinkle-resistant technology for bed and bath, and the new Waverly license for basic bedding, towels and bath rugs.

Luxus, another company brand, reflects a more sophisticated attitude in coloration and styling.

Welspun also is enhancing its acquisition of Christy with a trade-up goal to appeal to a different level of retail distribution.

Amy Butler is a proponent of eco-friendly products and lifestyle, from the garden to product, explained Gary Filippone, Welspun design director for bedding. Her appeal, he added, is to the 25- to 50-year old consumer. “She is inspired by nature and loves color.”

As a result, the Amy Butler collection of bedding is printed on 100% organic cotton as well as viscose, using sustainable low impact dyes and embellishment materials. Her four beds are in colors that mix combinations such as yellow, cabbage greens, blues and turquoise or pink, orange and lilac. Each bed offers opportunities for layering, Filippone explained.

The collection includes 16 solid color sheets and four print sheet styles. Bed skirts are reversible, enhancing the potential for layering.

In addition, the Amy Butler program includes solid color towels in11 colors art $16.99, comforter sets at $249, sheet sets at $199, coverlets at $149 and duvets at $109 – all in the queen size.

In the Smart program, the company is featuring a solid color, laser-cut pillow sham that fits over a solid or print pillowcase to create a layering effect in Urban View. Brush Stroke uses the same stripe – in a horizontal layout for the sheets in light colors, and in a vertical layout in dark colors for the duvet.

In towels, there are 36 solid colors plus Kaleidoscope, a stripe. There are 40 colors in the Smart sheet program.

Addition technological advances include a cotton-rich sheet using Nanosphere technology that will not take stains, regardless of washings.

The new Waverly licensed towel program features five jacquards and 32 solid colors, reflecting designs from the Waverly fabric archives. The towels are $9.99 bath.

The Christy collection features four new beds. Essex is a print on a faille weave with a golden floral medallion motif and embroidery detailing. Cameo, a silk with embroidery and a gimp tape framing is matched to Ainsley, a 700-count Egyptian cotton sateen. Cameo is $399 for the queen duvet.

Other new Christy styles include Kensington, an Italian documentary jacquard with simple “hotel style” bedding accessories in a cotton/silk blend, and Mayfair, a fully embroidered cotton bed with box-style ruching at the edge of the duvet.

Medora in the Christy collection, an existing solid color sheet, has six new colors.

In the Luxus brand collection, Sovereign, a 700-count Egyptian cotton, uses a high luster finish to create an opalescent effect, while Coronado uses metallic accents to enhance the dot motif on a dark brown ground.

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