Ellison lands Royal Doulton license
September 22, 2003-- Home Textiles Today,
AT THE NEW YORK MARKET The century-old Royal Doulton china brand is hopping off the table into bedding and window treatments under a new licensing agreement with Ellison.
Ellison's debut of the line here includes four of Doulton's best-known patterns, which range in design from classic to contemporary looks.
"We wanted a brand that would have instant consumer recognition as well as something that would be a natural extension in the home category," Ellison president Kevin Finlay told Home Textiles Today. "We also wanted to develop a line that would take us to a higher level. This lifts us in price points and construction"
For Ellison, the Royal Doulton collection serves as a third price point layer in the company's portfolio, which includes value-priced print bedding and moderately priced jacquard bedding.
The Royal Doulton line adds a layer of embellishment to Ellison's offers. Each sheet and dust ruffle is embroidered, as are three of the four comforters and window coordinates.
Old Country Roses — a pattern that has been in the china line for more than 40 years — features embroidery, ribbons and eyelet trim. Baroness, the line's jacquard construction, is a vivid red and gold master bedroom look with bullion fringe. Flirtation is an embroidered soft gold ultra-suede in a simple, elegant design. Frivolous is a black velvet and white cotton story, with the velvet framing embroidered and beaded white blocks.
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