Design Network emphasizes 'details'
Cecile Corral -- Home Textiles Today, November 12, 2001
Los Angeles — Design Network, the rug and doormat division of Cecil Saydah, this past market boosted its offerings to include new product categories and constructions.
In addition, the company expanded on its importing resources to include a new country — Turkey.
At the New York Home Textiles market last month, Design Network introduced its new Minor Details juvenile line, along with new plush offerings and a new terry apparel line.
Within Design Network's Minor Details collection are five groupings, each of which comprises tufted acrylic rugs, novelty apparel — including terry beach cover-ups, bath robes and beach backpack/towel sets — and nylon print shaped rugs.
The largest of the five Minor Details collections, Safari Friends, also includes the new Ani-Mates line — which represents part of Design Network's new plush offerings. Ani-Mates comprises 10 creature-shaped rugs made of 100 percent polyester and is imported from China. Ani-Mates also coordinates with another new plush product — Computer Mates, which includes the head and four paws of several different animals, which stick to kids' computer monitors.
"The whole idea of taking a stuffed animal and making it into a rug/pillow/blanket is all new for us," said Debbie Powell, director of marketing.
Aside from terry robes and beach towels, Design Network also introduced other terry products to its line for the first time. A new collection of juvenile, tweener and teen sports towels comes in 12 different sport designs geared for young athletes.
"Unlike our normal distribution channels, the juvenile market uses fewer planograms. Juvenile-oriented stores can merchandise more coordinated looks with different products," Powell explained. "They can cross-merchandise effectively without having to stick to a specific spot in their stores for each product."
Design Network's enhancement of its juvenile offerings also represents the company's first importing initiative with Turkey for terry and novelty apparel products. All the towels are made of 100 percent cotton, and the other terry products are made of a cotton-and-polyester blend.
Price points range in rugs from $14.99 for a nylon print to $34.99 for a tufted acrylic and in terry products from $19.99 for a beach terry coverup to $24.99 for the towel/backpack to $34.99 for a sports robe.
Price points for the Ani-Mates rugs are set at $24.99, and $9.99 for the Computer Mates.
"We're focusing on anyone with a juvenile department or who feels they should be in some juvenile product," Powell said. "There's some strong growth opportunities there. Everything has a learning curve, but because we do have experience in importing, many of the parameters stay the same.
"It was a smooth transition because we do have experience in a lot of home textile areas, and with our beach background from Cecil Saydah, it was a natural progression for us."
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