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Peacock Alley launches Couture

DallasPeacock Alley will launch Peacock Alley Couture at the winter markets inAtlanta,Dallas,New York, andLas Vegas. The collection, which is styled above the regular Peacock Alley line, “has been designed for the better specialty stores who want something more special for their customers,” explained Mary Ella Gabler, president. “We felt that we needed to round out our master brand.”

The debut collection features two beds (Isabella and Vasser) as well as bath coordinates – microfiber cotton towels, 600-gram weight in 12 colors – and a blanket, Heavenly Blanket, a plush microfiber polyester with silk binding.

The company did an extensive amount of market research prior to developing the program, Gabler related. “We’re trying to go more to the consumer, to find out what they think about Peacock Alley and what they are looking for [in bed and bath]. What we found was, many think of us as ‘smart value’ but not as luxury linens as they do the Italians.”

The resulting Couture Collection brings the company into that milieu, she noted. But at the same time, “We are trying to reach the aspirational customer” – a goal that created Dream at Home, a program under license to Homestead that has just rolled out to 100 plus Linens ’n Things stores.

“This program – plus the master brand and the new Couture Collection – provides an opportunity for us to reach these unique segments; thus we are growing our brand reach,” said Gabler. “Now more than ever before, luxury means different things to different people in different places. People are claiming their own style of luxury. The ability to create a personal space that reflects individual style and personal pleasure is key.”

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