Waverly delivers decs, wades into window
October 10, 2004,
FROM THE NEW YORK MARKET — Waverly has some new tricks up its sleeve, including a free-standing collection of decorative pillows for the gift market and its inaugural line of window shades.
"Shades have not been a retail-friendly product," said Dale Williams, president and general manager of Waverly Lifestyles Group. "The story here is that we're going to deliver a custom look in a retail-friendly manner."
Waverly also is introducing more tailored, less fussy window treatments. Grommets, box pleats, casual swags, toga valances and panels hung on metal rings update the line.
The free-standing dec pillow collection is being marketed under the Waverly Custom Gallery brand, which currently exists under license to outside vendors in table linens, paper products and tableware.
The hand-made pillows are more richly embellished than those Waverly supplies to the price-sensitive, mass-distribution channels. They include patchworks, chenilles, beading, braids, fringes and gimps. Waverly is displaying them at the boutique-oriented Jacob Javits Center as well as in its showroom on Madison Avenue.
Retail prices ranges from $50 to $100, with coordinating throws set to retail from $100 to $120.
"We think this is very competitive with some of the product out there on the gift and decorative market, where you see similar product at $200 and up," Williams said.
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