Space-saving gets more from less

Michele SanFilippo, Staff Staff, October 13, 2003

With space saving clearly in mind, Hollander Home Fashion's basics division has sought an innovative approach to selling more product by roll packing its new 240-count cotton with cluster fill or down Roll Pack pillows. Hollander has also rolled out 4.5-pound Kool Foam Slow Recovery pillows and 1-inch mattress pads that feature microvelour removable covers.

Kool Foam offers holes throughout its construction that allow air to flow, keeping the pillows cool. Pads are also roll-packed, and pillows come packaged in open-ended suitcase boxes so consumers can feel the product, which retails for $39.99 for a standard size pillow.

"You can fit two to three times as many pillows within the carton and many more items on the showroom floor," said Bill Deliberti, account executive for basics and fashion bedding. Deliberti added that Hollander also started offering a merchandising fixture with side and top panels to retailers this market.

In other product news, the company introduced a 320-count rayon cotton shell that is quilted and features a cluster fill without a gusset, as well as a gusseted rayon cotton shell with a down fill.

Hollander has also seen continued success in its pillow and pillowtop area, where it has added a quilted 300-count sateen pillowtop with flanged edge and a 2-inch gusset in white goose down. Deliberti added that color gussets have been very successful also, and a new 300-count twill that retails for $9.99 has been added instead of the former 240-count plain weave construction.

In Opus, its down blend line, Hollander has added a 330-count large box double cover design with a side zipper in cotton. Meanwhile in mattress pads, it now has a reversible CuddleBed designed for all seasons with a fleece side and a cotton side that allows it to breathe more in summer.

In throws, Hollander introduced Chunky Chenille, a 50" x 70" oversized down throw that reverses to a Peachy microfiber and features a think fringe in four colorways: taupe, green, blue and burgundy. In down comforters, there's a new 300-count end-to-end bafflebox gusseted silk cotton shell providing the down with additional room to loft.

Under its Laura Ashley utility license, Hollander now has box quilts with 4-inch squares featuring printed gingham cording that picks up various Laura Ashley fabrics; and down blankets in Peachy microfiber that come in sage, smoke blue, lilac and burnt orange to coordinate with its new fern print down pillows. Hollander also introduced Bloom, sueded Cuddlerolls and body pillows with poly fill that feature dainty all-over floral bouquets in three colorways. The Cuddleroll is 36" x 12", while the body pillow measures 54" x 20" and looks like an extra-long fashion bolster. Both will retail for $19.99.

"A Laura Ashley customer wants her patterns and designs in utility as well," added Deliberti. "[Therefore] we try to keep it fresh by picking up on looks from the fashion bedding side."

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