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Veratex expands bedding line

Michele SanFilippo, April 5, 2004

Veratex continues to diversify its bedding offerings with microsuede, faux leather, and distressed-cotton patterns that give the company a more casual relaxed look in addition to its traditional master bedroom jacquard designs.

"We see leather, faux suedes and even animal prints as an important direction for some of our newer, more casual contemporary looks," described Dale Talbert, Veratex vice president.

"Where we really differentiate ourselves is with the details we put into our dust ruffles and decorative pillows, which have trims and techniques not easily found in the marketplace. The way we accessorize bedding is what sets us apart," added Talbert. A good example of this dimension is found in Veratex's euro pillows, which are simply filled euro shams.

The company introduced 12 new looks in bedding at last week's New York Home Textiles Market. They are Castaway, Marguerite, Simone, Chanterel, Astrid, Patina, Serrano, Malibu, Helane, Carina, Sencha and Chianti.

Marguerite features a special boucle stitch with very delicate embroidery, while Simone incorporates the burnt orange colorway along with appliques on dec pillows. Chanterel is a horizontally pieced microsuede pattern in taupe and natural colorways with faux leather basketweave accents. Astrid is a patchwork on cotton with a linen look that features a printed and embroidered flower motif.

Malibu features a raffia-like fabric with Greek key accents and distressed leather euro pillows. Helane is a chenille woven jacquard with an overscale medallion motif in cranberry. This pattern also has a leopard accent and distressed leather layered into it. Carina is a jacquard with viscose accents in an overscale floral motif featuring embroidered dragonflies and taffeta coordinates in citrus lime and orange.

Veratex has also expanded its ottoman offerings and now has at least six different styles.

In bath accessories, the company featured new shapes and finishes using resin, while also doing much with natural stone. Animal prints were also popular in bath this market. There are between 30 and 40 new patterns available.

"We don't believe in matching bedding and bath exactly," said Talbert, adding that only 10 to 15 percent of the bath patterns take inspiration directly from bedding.

In solid-color towels, Veratex showed some new products made by Christy, its towel licensee.

In the classic $14.99 Medici Egyptian combed cotton towel, eight mid-tone colors have been added as well as a 35-by-65-inch bath sheet. There is also a new Medici Stripe looped and sheared towel, creating vertical stripes in four colorways. Additionally, the company showed its new Roberto jacquard towel, which has a poly running stitch in a square motif in two colorways.

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