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Dan River takes aim at older young demographic

New York — Taking aim at a new age group that is older than tweeners but not quite up to renting their first apartment, Dan River Home Fashions unveiled its newest label, Kaleidoscope.

The new collection was unveiled during the recent home textiles market in a newly redecorated section of Dan River's showroom at 1325 Sixth Ave here. According to Faye Honor, design manager for Dan River's Home Fashions for Kids division, the major mill wanted to take a step away from its juvenile and tweener offerings by designing a line for a demographic that no other company is addressing.

"It was originally conceived with a more definitive age group," Honor told HTT. "But it focuses on teenagers and can go up to 20-years-old or older, so it's really open-ended. I think the real niche is that kind of 13-to-20-year-old range."

Sunshine, Crushed Caper, Shimmering Sherbet, Oriental Box, Awakened Emerald and Awakened Amethyst are all part of the Kaleidoscope offering. Each bed has its own 100 percent cotton sheeting as well as its own dedicated line of decorative pillows.

In addition, a core group of pillows, whose colors coordinate back to the beds, are offered, as are a variety of area rugs and coordinating soft window coverings.

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