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Claire Murray rolls out bedding line

Cecile Corral, Brad Lloyd -- Home Textiles Today, August 17, 2001

Osterville, MA — Claire Murray's partnership with German bedding manufacturer Wilh Wulfing GMBH has produced the company's first line of bedding slated to hit store shelves in the next few weeks.

The line has been in the works for some time as the partnership was formed one year ago.

Murray will initially sell and market all the bedding goods from her upscale stores, catalog and website, www.clairemurray.com.

The bedding line, which Murray describes as part of her signature line, also targets other top-tier retailers, including specialty and department stores and catalogs.

"But the manufacturer is capable of doing more than one tier of retail," Murray said. "They can make product also for the mid-tier. That's the plan."

The bedding line is divided into three collections: By The Sea, Lace Cap Hydrangea and Geranium. Each bedding set includes sheets, two standard pillowcases, two shams and a duvet.

Price points have not yet been set, but Murray estimated the following costs for queen size: $35 to $50 for sheets; $25 to $30 for standard pillowcases; $30 to $35 for shams; and $75 to $110 for duvets.

Constructions include sateen, flannel and percale.

Murray added that she is coordinating the bedding collections with Chinese-made rugs.

"Cross-merchandising is the key to selling this," Murray said. "The whole idea is to make it easy for the customer to coordinate."

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