Ex-Cell Extends Collections
Staff Staff -- Home Textiles Today, February 26, 2007
Now in its third year in window treatments, Ex-Cell Home Fashions is finding good reception in the category, said David North, vp marketing development. Across all collections, the average retail target price per panel is $19.99.
This market, two of the overarching themes for the company, which is based in kitchen linens, tabletop, and bath products, extended to window: Boudoir and Opening Night. Each stresses feminine, opulent colors and textures.
These influences are key in elegant panels like Katelyn, pushing gold to the forefront, buttressed by an embroidered under-sheer; and in sheers like La Boheme and Constance, adorned with textured graphics and flocking.
Ex-Cell brings extra texture to the masculine black-charcoal-chocolate palette in its new urban line, Sunset, and tops it with a deeply textured wave-box valance. Menswear looks are much in evidence in other lines that feature plaids and geometric wovens making panels with a retail price target of $59.99 per pair.
The tween line expands with batik looks, woven stripes, and mini-grommets as a layered surface interest. "Color drives this collection," noted North.
Industry Related Content
Celebrity Branding at NY Home Fashions Market