Curtain maker jumps into bedding

Marvin Lazaro, March 30, 2001

NEW YORK -Departing from its traditional product line of curtains for mass merchant retailers, A.L. Ellis Inc. has decided to get into the bedding market with a new collection of duvet covers.

The new covers, said Alan Paverman, vp, sales and marketing, represents a new area of opportunity for the New York-based company, which also manufactures curtains under the Patriot Curtain name.

"They will be relatively simple and offered in several patterns," Paverman said about the new products. "We hope this represents a strong entry into the market."

All of the duvets will feature 100 percent cotton fabrics from either Waverly or Richloom. Floral prints will dominate the designs, which will also be featured on coordinating pillow shams and dust ruffles. Corded edging will also be a feature of the new product line which will carry a retail price point of approximately $99 for a full/queen.

Paverman said that while the company was hoping for placement in department or specialty stores, the duvet covers can be sold by virtually any retail channel.

"We're really not gearing toward any one special area," Paverman said. "We just feel that there's an opening in the duvet business at this particular price point, and we think we can fill it."

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