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Divatex looks to in-line programs

At the New York Market — Divatex is expanding beyond the promotional business that has been its backbone to pursue core retail programs in sheeting, top-of-bed, coordinate accessories and window.

It's an evolution that began about 18 months ago as Divatex looked for ways to respond to the softened retail climate, president Avi Gross told HTT.

What began as a trial in the latter half of 2002 has "exploded" this year, and Divatex will be rolling out a series of new sheeting constructions during the New York Home Textiles Market to keep the momentum going. Among the introductions are a single-ply, 600-count all-cotton, a 350-cotton/modal sheet and a 350-count luxury blend sheet, 60 percent Egyptian/40 percent micro-fiber.

Although sheets account for 75 percent of the company's business, Divatex is pushing into top of bed offerings as well, with introductions focusing on differentiated fabrics — silks, poly silks, poly viscose jacquards and printed chenilles. Divatex will also leverage its expertise with faux fur looks in top of bed designs that mix silk and fur, jacquard and fur and jacquard chenille and fur.

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