Ellery charges into blanket category

Retail Editor 8, September 3, 2010

New York - Ellery Homestyles is making a serious bid to become a player in the blanket business with the launch of its new ComfortTech line, which has an exclusive on 3M's Thinsulate insulation technology.
"There hasn't been a lot of innovation in the blanket industry in a long time," said Budd Goldman, Ellergy Homestyles ceo. "This company is dedicated to creating a space in this business."
There will be their pricing tiers.
The good tier - which debuts this December in an exclusive launch at Bed Bath and Beyond - is priced at $69.99 for twin, $79.00 for full/queen and $89.00 for king. The collection includes Raleigh, a microfleece with a diamond quilt stitch and satin ribbon trim, and Delancy, a 100 gsm microfiber with a box quilt stitch and satin ribbon trim.
The better tier has a pricing grid of $79.9/$89.99/$99.99. It includes Cut Coral, a ribbed plush with faux suede trim; Microfiber/Mink, a microfiber/deerskin with square self binding; and Dawson, a microplush/Sherpa with fold over binding.
In the best segment, prices are $89.99/$99.99/$109.99. Cyprus is a micromink reversing to rabbit fur with satin piping trim. Cloe is a 270-count cotton damask with satin ribbon trim.
Each construction is available in six colors, although there is variation in the color palette from group to group. Ellery will also produce ComfortTech throws.
"This was really a strategic decision to create a product that can sell in more than one store," said design director Angela Boswell. "We were looking for a [brand] that made sense, not just a personality."
At the New York Home Fashions Market this month, Ellery will also launch ParaSol, a house-developed brand of indoor/outdoor dec pillows and curtains. The fabrics are light- and mildew-resistanct, and the grommets are rust-proof. The line will include both print and solids.
"We have been in the market for one year," said Goldman. "When we figured out what the market was all about, we said: ‘Let's development standards and a brand.'"



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