Bloomingdale's @ Home to benefit textiles

Susan Andrews, Carole Sloan, June 11, 2001

PALM BEACH, FL — Home textiles will be the largest beneficiary of the Bloomingdale's @ Home branding program being developed across the home division as the store unveils the companywide campaign, said Lester Gribetz, vp, home furnishings fashion direction.

In home textiles, Bloomingdale's @ Home accounts for 30 percent of the assortment. "Our best selling bed pillow is $110 and its under the @ Home brand and we sell more @ Home down comforters than other brands," he pointed out.

Looking ahead, he added, "We're inching up to designer; we're now branding and this brings a higher threshold of complication. Our customers are not price sensitive when they recognize what they're buying feels good, offers comfort and luxury."

And the success of Bloomingdale's @ Home in home textiles will be reflected in the physical layout of the new stores next year. The current space of 17,000 square feet to 18,000 square feet will increase to 25,000 square feet and sport 35 beds.

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