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Springs makes luxury jump

Gary Evans, Marvin Lazaro, April 2, 2001

AT THE NEW YORK MARKET — Springs Industries unveiled its latest collection in an effort to greatly differentiate itself from its competition and possibly redefine the high-end luxury market.

Under its Wamsutta brand, the Fort Mill, SC-based home textiles manufacturer introduced Soiree, a luxurious collection of four beds designed to speak to the discerning customer who is looking for a certain style and has the disposable income to pay for it.

Gabriella, LaBoheme, Beaujolais and Lynx each feature distinct styling, designs and embellishments and run the gamut from the more masculine to the traditional.

"We want Wamsutta to be known for excellence in styling, color direction and quality," Nancy Webster, vp, creative development, Springs bed and bath division, told Home Textiles Today. "With this introduction, we're building the pinnacle of luxury to elevate the Wamsutta brand.

"There's a discerning taste involved here," she continued. "We're not selling construction, we're selling a look and a feeling."

Adhering to its luxury market, all four beds will be available only in queen and king sizes.

LaBoheme makes its statement using earth-inspired neutrals in a traditionally elegant pattern. The duvet cover is constructed of one subousson woven panel of rayon luster. Tassel fringes, cord detailing and interlaced braids adorn the decorative pillows, which also feature subousson panels on both sides. Embroidered detailing and scalloped edges add distinctive touches to the 320-count Supima cotton sheeting. A queen-size flat sheet will carry a retail price point of $299.99, while a duvet of the same size will be $599.99.

Cobalt blue and chocolate brown damask sateen and matelasse are paired on Beaujolais. The duvet is constructed of a yarn-dyed jacquard paisley that reverses to a matelasse, while velvet is used as a contrasting fabric on the decorative pillows. The sheets, which are reversible, will be constructed of 280-count, 100 percent sateen cotton with a jacquard woven paisley attached hem on both sides. A queen-size flat sheet will retail for $299.99 while a queen-sized duvet will carry a $799.99 retail price point.

Utilizing geometric patterns done in aubergine and loden threads and playing off texture combined with shine, Lynx represents the masculine, contemporary introduction. Graphic circles and squares framed with textured tweeds reverses to classic pinstripes on the duvet, while the same pattern, but oversized, adorns the decorative pillows. An attached embroidered hem is part of the 320-count Supima cotton stripe sheets, which are done in loden tones. Retail price points include $149.99 for a queen flat sheet and $799.99 for a queen duvet.

Rounding out the introductions is Gabriella, which features a striking marriage of amethyst and gray tones. Inspired by French scrollwork and reminiscent of marble inlay, the duvet features both fabrics on applique which also adorns the shams and European shams. Multi-colored embroidery and ribbon embellishments adorn the 400-count sateen cotton sheets. A queen-size flat sheet will carry a $159.99 retail price point, while a duvet of the same size will retail for $1,299.99.

"These beds are designed for the exclusive luxury linen shop," said Webster, adding that Springs deliberately shrouded the project in secrecy leading up to market in order to make a more impressive statement when the semi-annual show opened.

"We're building brand recognition and elevating the standard," she said. "We're building towards making Wamsutta the elite brand, and this is one step towards making that happen.

"It's like a pyramid," she said of the luxury bedding market. "Only we went right to the top."

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