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Town & Country to Debut Royal Velvet

Table linens and kitchen textiles are the latest new product offerings to carry the Royal Velvet brand from Iconix Brand Group, via a licensing partnership with longtime family-owned and operated Town and Country Living.

Carolyn D'Angelo, vp of brand management for the home division of Iconix, said that as the company continues to build Royal Velvet, "the addition of table linens and kitchen textiles is a huge step in bringing us closer to offering a complete lifestyle brand."

Town and Country Living in 2007 posted $169 million in table linens sales and $70 million in kitchen textiles sales, positioning it as the top and second largest player, respectively, in these two related businesses.

"We are thrilled to be working with Iconix as part of the newly revitalized Royal Velvet brand," said David Beyda, chairman of Town & Country Living. "The Iconix team has done a great job of revitalizing the brand and reintroducing it to a new generation with a fresh new look. Our team worked closely with Iconix to develop Royal Velvet into not only a color authority but a distinctive lifestyle brand that will appeal to the consumer."

The kitchen program includes a grouping of terry towels in six solid colored and plaid styles. They coordinate with oven mitts and potholders.

The table linens are sophisticated but casual and are priced to meet "an affordable luxury" retail bracket, Town and Country noted. This program comprises three distinctively different collections, of which all include tablecloths, runners, placemats, napkins and napkin rings.

The launch is scheduled for Sept. 15 to 19, during the upcoming New York Home Fashions Market.

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