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Sferra Bros. looks to licensing

Cliffwood, NJ — Sferra Bros. has announced the return of two former associates to the new positions of director of product development and the head of the newly created licensing and special projects division, which will focus on expanding Sferra's reach. Both positions report to Paul Hooker, president.

JoAnn Piccininni has been named director of product development, after a broad range of experience in direct mail, wholesale and retail experience within the bath, trim, giftware and bed linens categories. She most recently worked in product development for Legacy, and prior to that was a buyer at Hanover Direct for The Company Store and Turiya catalogs. She has also been a senior buyer at ABC Carpet & Home and Bloomingdale's By Mail.

Janet Benton rejoins Sferra from Home Treasures, where she was national sales manager. She was also previously director of the wholesale/retail division of Frette, director of sales and marketing for Cocoon North America, as well as in various buying and management capacities within the home furnishings division for Bloomingdale's.

Benton will oversee Sferra's new division for licensing and special projects, which includes Sferra's planned entry into the luxury hotel market, as well as other projects it will announce at a later date.

In addition, Sferra will also develop licensing opportunities. It has just signed an agreement with designer Nina Mortellito to develop coordinating hand embroidered placemats and napkins for her Orchid Garden dinnerware collection, which is being produced and distributed by Present Tense and will debut at the January shows in New York, Dallas and Atlanta.

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