Croscill Lands Mikasa License, Ex-Cell Adds Pfaltzgraff
Cecile Corral -- Home Textiles Today, April 7, 2011
Love Story is part of the new Mikasa Home Accents collection set to launch this fall.
Croscill Home has added tabletop brand Mikasa to its lineup. The alliance, which was signed last year with limited product previews in September, officially launches this market in five product categories - table linens and kitchen textiles products that marry with the brand's new and existing tabletop collections, as well as bedding and bath programs and soft window treatments.
Specifically, the assortment list includes placemats, tablecloths, napkins, runners, kitchen tiers, napkin rings, shower curtains, embellished towels, bath accessories, bedding ensembles and soft window treatments.
Branded "Mikasa Home Accents," the new collection is set to hit retail this fall.
For Ex-Cell/Glenoit, its new partnership with Lifetime Brands for Pfaltzgraff represents a reconnection for the two companies. ExCell/Glenoit was one of the brand's licensees less than a decade ago for table linens and kitchen textiles.
This time around, Ex-Cell/Glenoit's Pfaltzgraff license agreement again includes table linens and kitchen textiles, but also shower curtains, bath accessories, bedding, indoor and outdoor rugs, and soft window treatments.
The company said the coordinated bedding and soft window aspects will be manufactured through Croscill Home, but marketed by Ex-Cell and Glenoit.
The Pfaltzgraff-branded program is expected to hit retail stores this fall.
David North, vp of marketing for Ex-Cell/Glenoit/Croscill, said, "Once we saw the synergy of our products with the Mikasa brand, we knew we wanted the Pfaltzgraff brand as well."
He explained Croscill has "waited a long time for the right dinnerware license to align ourselves with, and now through our new association with Mikasa, we have a world-renowned brand truly recognized for their design integrity and ingenuity."
And with Pfaltzgraff, he continued, Ex-Cell/Glenoit "will be able to take advantage of the brand which Lifetime has already built on and expand into the categories for which we have expertise."
Added Dan Siegel, evp of Lifetime Brands: "Lifetime Brands is proud to be expanding the Mikasa brand into home furnishings with Croscill Home, market leaders who share our vision of high-quality products and design excellence."
Lifetime Brands also owns several other home-related brands, including Farberware, KitchenAid, Pfaltzgraff, Cuisinart, Calvin Klein, CasaModa and others.
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