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Lilly Pulitzer grows up with Dan River

New York— On the heels of the launch of its menswear line, the Lilly Pulitzer brand is also coaxing its home textiles line toward more master-bedroom and male-friendly looks.

Two of the four patterns introduced by Dan River Global during market week here were intended to begin a gentle evolution of the brand toward a more broadly defined market. The patterns, Orchid Suite and Via Mizner, keep the signature airy seashore appeal of thePalm Beachlifestyle, but also move beyond the more “girlie” looks of past years to something more appealing to guys thinking about sliding between the sheets.

“It’s been a very focused line, trending toward a young female — even teenage girls. We knew that because of the sizes that were selling — mostly twin, full, and queen. We don’t really do a lot of king business because in the past it hasn’t really been perceived as a master bedroom suite. We’re working on that now and this [Orchid Suite] ensemble is geared toward getting a male customer comfortable,” offered Neil Mandell, senior vp of licensing and marketing for Dan River Global, which is in its fifth year of partnership with the brand.

Orchid Suite is a solid-color program featuring 400-count sheets with an embellished hem. Top of bed is a jacquard motif with colorways in a subdued green, a dusty rose, white, and champagne.

Via Mizner aims for a highly sophisticated look with a subtle bamboo design, crisp white 400- and 600-count sheets with a sewn-on ribbon treatment. “There’s a tremendous attention to detail,” Mandell noted.

In addition to sheets and top of bed, the Lilly Pulitzer collection includes ceramic bath accessories, jacquard and printed bath towels, beach towels, bath mats, quilts, shams, and dec pillows, Mandell said.

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