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Sure Fit moves into bedding, window

Michele SanFilippo, Staff Staff -- Home Textiles Today, October 20, 2003

Sure Fit has launched a full array of fashion-forward fabrics direct from apparel and expanded into bedding, window and oversized chair covers to offer consumers complete decorating solutions with a fashion twist.

The company recently moved into oversize chair covers that fit lots of different shapes and styles, such as ottoman, oversized ottoman and parsons chair, which even offers a shorter cover that shows a bit of leg. Chair covers come in five fabrics and 20 colors, and ottoman covers come in nine fabrics and 24 colors.

"We are not a bedding company," described Paula Neustat, Sure Fit svp, merchandising and product development. "But we are using the fabrics we develop to expand into different products, such as duvet covers, window treatments, decorative pillows, oversized furniture covers and dining room chair covers."

Company president and ceo Bert Shlensky, added, "Our expansion into the bedding and window categories is a natural step for our company. Our customers come to us to transform their most lived-in rooms, and now we can equip them with high-quality, modern, easy-to-use accessories to decorate and re-decorate their homes seamlessly."

For the first time, Sure Fit has introduced linen in its Washed Linen fabrication that has a romantic floral print with tea-stained ground in mauve, green and taupe tones. They've also added small narrow lace banded trims on flanged dec pillows. But probably one of its most important introductions is in the area of twill with its Brushed Twill fabrication of sanded twill in blue, khaki and green, as well as its heavier weight Soft Twill in claret, midnight blue, khaki and sage. Solid-color slip covers are available in all four colors and banded slip covers come in khaki with sage and midnight with khaki. Box pillows come in all four colors, while banded grommet decs come in three colorways. Window panels and valances also feature bands for a nautical, casual chic fashion appeal.

Sure Fit believes in fitting consumers' various senses of style by providing a wide range of fabrics and tastes. Each denim concept has been expanded. The company's Rinsed Denim in white, black and red colorways offers a modern contemporary look with a different look for denim featuring corner ties, trims and inverted kick pleats. Sure Fit's Indigo Denim fabrications have been extremely successful at retail and in their catalog. The look features tie contrast denim stitching with kick pleats, ties and dec pillows. There is also Floral Embroidered Denim with delicate flowers and vines and Washed Denim in true blue and sand. The look is solid-color with a wide stripe that comes down two-thirds of the bed on the duvet cover; two different fabrics are attached by button closures at this juncture. The Washed Denim window panel has a double valance effect. "Washing the fabric gives you a softer hand and more casual feel," added Neustat.

Sure Fit's new Button Scallop Pique fabrication features scalloped edges, oversize buttons, two toned looks in basil with vanilla trim or vanilla with butter trim for an old Hollywood look. Duvets, dec pillows and window treatments with an attached valance and wide tie backs are available. "Pillows really add the fashion accessories that liven up the looks," added Neustat. In its Seersucker collection, Sure Fit has two colorways (blue and white or green and white) with white trim and ties. Three decs are offered: a neck roll and square with white trim and a square with mid-section lacing. Window panels are 84-inch with white tab tops and oversized buttons on tie backs.

Their apparel-inspired Sure Chenille fabrications, which features a cable knit, almost ribbed solid and trellis (subtle diamond lattice) styles in taupe, olive, plum, black, natural and ruby, are doing really well at retail and in the catalog. Dec pillows also feature an attractive brushed fringe. Their new Washed Damask look in cream has a soft transitional floral scroll pattern with framed gimping accents throughout. The dramatic window treatment features an 18-foot scarf valance with gimping on tie backs for a master bedroom look perfect for a honeymoon suite. In Simply Suede, which features diamond quilted microsuede for duvets, shams and decs, Sure Fit has added blue as a new colorway. Spring Suede will also have seafoam and oyster colorways for shams and decs.

"We always offer panels to retailers to aid in the merchandising process," explained Neustat, adding that Sure Fit has developed a sophisticated planogram layout for retailers to make it easy for consumers to purchase these new products.

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