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Avonhome Debuts New Lines

Company Adding Designer, Apron Styles to Its Roster

New York —Avonhome is adding some new names to its design stable. The company has licensed the artwork of artist Alan Giana to launch a line of seasonal tapestry place mats and decorative pillows. In addition, Avonhome's Style.Lab is set to launch an “In the Kitchen with Dinah” apron line during August market.

The majority of Giana's 40-pattern line represents Christmas and the balance is Harvest and Spring/Summer. The award-winning artist's works have appeared in a wide variety of media including books, magazines, games, calendars, puzzles, decorative flags, and note cards; his artwork is currently licensed to over 60 different companies.

Giana is known for heartwarming takes on traditional themes, such as a snowman fishing by a cabin at the lake using candy canes as bait.

The product is being produced on jacquard looms capable of producing highly intricate and detailed designs “so all of the unique touches in Giana's scenes are able to be captured,” according to Avonhome. The product is being presented at August market and Spring/Summer patterns will be ready to ship in February.

The “In the Kitchen with Dinah” apron line is created from 1940s and 1950s authentic apron patterns updated by using combinations of fresh fabrics. The dress-as-inspiration lends details such as puckering, ruffling, pleating, darting, and criss-crossing straps to the designs and the combinations of simple printed patterns.

“The category of aprons has essentially been ignored at retail except in the most novel or utilitarian ways,” said Chris Mooney, executive vp of sales and merchandising at Avonhome.

“We're aiming to sell these like dresses. There will be a three-tiered sizing structure covering petites, mid-range sizes, and plus sizes. We've even had interest expressed from the garment industry by a company interested in selling them as an element of dress. Uma Thurman's recently been spotted sporting an apron much like this as a component in one of her outfits.”

“Our goal is to satisfy not only an existing apron customer by using familiar shapes or bodies, but also to add a brand new apron customer that's never even considered wearing one before,” Mooney noted. “Or giving one as a gift for that matter.”

The line will be merchandised in a good-better-best structure with retail price points targeted at $14.99, $19.99, and $24.99. Higher price points will yield the most added value in terms of stitch treatments, attachments and reversibility.

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