Bloomingdale's Unveils Fresh Catalog

Carole Sloan, September 24, 2010

Bloomingdale’sTaking a more casual approach to home, Bloomingdale’s sets the tone of its fall home merchandise featuring an Airstream trailer and an outdoor entertainment setting highlighted by its new, expansive quilt collection and tableware that evokes a less formal mood.
NEW YORK - A fresh, younger and more universal design perspective that retains and even enhances the retailer's normal point of view is evident across all home lines in Bloomingdale's new home book that drops this week.
     From the cover that focuses on casual dining as well as an Airstream trailer, the department store is wooing a younger customer with its high-end design and quality home products while keeping its eye on its core highend, older customer.
     "We're emphasizing city to country - country to city themes," explained Joe Laneve, svp, home for the upscale de partment store chain.
     The major vehicle for setting this mood is a vast collection of quilts - both store-designed and developed in India as well as a major collection from Lauren by Ralph Lauren - the latter under the banner "Americana with a Modern Spirit." Laneve explained the approach to the new quilt collection as "we think these are completely different - they're colorful and great patterns." And part of a potential new home textiles design trend.
     "Overall," he said, "we're continuing to emphasize Bloomingdale's as a headquarters for fashion, quality and exclusive designer products across home, especially entertaining. We're having style setters talk about their works - also emphasizing that we travel the world to find and develop product."
     As for the company's major relationship with the Ralph Lauren company, Laneve pointed out: "They have the first 10 pages for Ralph Lauren Home, including furniture."
     In the home textiles world, the September home book marks the launch of the store's exclusive debut of the Vera Wang designer bedding collection - a program that relates to her highly successful tableware collection and is expected to be followed next season by a bath program.
     While not a "designer label", the retailer is launching a new rendition of Sky, a markedly younger aesthetic bedding collection that offers a variety of mix-and-match options to the customer's selection. Sky is a store-developed program that now mixes folk art and fl ea market origins. The first collection, Laneve remarked, "was a major success, and we anticipate that this new collection will be as strong."

Ralph Lauren
store features

The store features its new, exclusive Americana collection from Lauren by Ralph Lauren with coordinate decorative pillows and throws. The design mood carries across to its launch of the Talmadge Hill American country bedding, bringing a fresh look to Americana. 

     In textiles and furniture there is a major section dedicated to Hudson Park, the store's private label high-end brand, as well as the new Charisma pattern from Next Creations' Celeste.
     While newness and designer directions are key across all home lines, the home textiles world also features new groupings from Natori, Donna Karen, Calvin Klein, Court of Versailles and Barbara Barry.
     And while home textiles focuses on bed and bath, the entertaining segment of the book offers introductions by a range of fashionistsas in those home segments who have products that fit within the broad concept of city to country - with casual lifestyle entertaining very much at the core of the offer, whether or not the individual designer previously has been headlined as a traditional designer.
     Throughout the book, notables from the world of design and design publishing are given opportunities to discuss "city to country" from their professional perspectives.
     In a series of "on the go" contests, Bloomingdale's is awarding free trips as well as a chance at the Airstream trailer.

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