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Dan River taps Shaffer's designs for kids division

Atlanta — The Dan River Home Fashions for Kids group has beefed up its juvenile program for kids and teens by entering into a consulting agreement with juvenile products designer Rosalind Shaffer.

Shaffer has long experience in the design and development of products for the juvenile market and will focus on Casual Kids, Teen Central and other lifestyle programs, said Dan Hammer, senior vp of sales and marketing, and Melanie Kaplan, senior vp of design, in a statement.

As a freelance designer Shaffer has created lines for CHF Industries, Whispersoft Mills, The Bibb Company, Crown Crafts, Fieldcrest Cannon, Perfect Fit Industries and Kellwood Company.

"The juvenile market, for both character licensed and lifestyle programs, is as strong as it has ever been," said Hammer. "Moms are looking for a wide variety of choices when decorating their child's bedroom. Our focus has been, and continues to be, fun products for a kid's room. "We are excited to work with [Shaffer] to take our lifestyle programs to a higher level."

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