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Divatex bucks trend by broadening lineup

Extensive new bedding lines include geometric and micro-fiber offerings

Marvin Lazaro -- Home Textiles Today, May 14, 2001

NEW YORK — During a time when a number of manufacturers have pared down their product assortments, Divatex has taken a different road.

The New York-based home textiles company presented a full line of geometric sheeting, jacquard and embroidered matelasse coverlets and bedspreads, bagged comforter sets with higher-thread-count sheeting, as well as a full line of micro-fiber fleece bedding. In addition, the company is offering more colors for its jersey sheeting line, an expanded Nick & Nora line, an I Love Lucy licensed bedding collection, and a 400-count sateen line of sheets and jacquard blankets.

"Retailers are really looking for somebody that can provide them with products that are innovative and priced well. You have to get them something that is great and beautiful," said Avi Gross, president. "Divatex is the company that can get retailers what they're looking for."

Perhaps Divatex's most visually striking introduction is its line of geometric bedding reminiscent of Italian designer Emilio Pucci. Available in four distinct patterns — Boxed In, Milan, Andrea and Kaleidoscope — the ensembles are made from cotton in either jersey or sateen constructions. All of the patterns also coordinate with Divatex's faux fur top-of-bed line as well as a separate line of coordinate appliqued pillowcases, shams and duvets.

Also new is a line of embroidered matelasse coverlets and sheets. Six different floral patterns are available in either blue, white, ecru or yellow backgrounds. The sheeting may be offered to consumers as either a coordinating item or as a stand-alone product line. Heavier jacquards are also offered in duvet sets.

Looking to capitalize on the popularity of fleece in clothing, Divatex also introduced a full micro-fiber flannel line. Made from 100 percent polyester microfiber, top- and bottom-of-bed ensembles are available in a palette of eight soft colors.

"We figured out that people like the fabric for their clothing so they'll like to have it on their bed as well," Gross said of the fabric, which has manifested itself on everything from outerwear to pajamas and now sheets. "It's very soft and warm and comfortable."

Several new bagged comforter set designs also join Divatex's wide array of products. Made from heavier-weight seamless jacquards, the sets utilize plenty of embellishments, designed to add to their luxurious look and feel. Also available are multi-colored jacquards in more than half-a-dozen colors. Gross said it was consumers' interest in texture which inspired Divatex to introduce the comforters.

An expanded jersey sheeting line, with a 96 percent cotton/4 percent spandex construction, was also unveiled during spring market. Originally introduced during fall market 2000, 12 new ensembles are ready to hit retailers' shelves. Gross said the line had more for back-to-school this market and included eight new solid colors and four new prints.

Divatex's 400-count cotton sateen line has been bolstered by the addition of stripes, dobby stripes, dobby dots and jacquards. The entire line is available in six colors and the jacquards are also offered in a yarn-dyed construction.

Finally, among the company's introductions is a small but luxurious line of jacquard blankets. Done in 100 percent Pima cotton chenille, Gross said he believed the blankets are "the best blankets today on the market when it comes to quality."

Gross said the company's wide range and depth of products supports the company's strategy to maintain the flexibility it began with when it entered the market more than a decade ago. That flexibility has given Divatex the ability to develop specific products for specific customers.

"We've kept it this way to be able to work with lots of different customers," said Gross, who noted that Divatex will develop virtually any bedding product as long as it makes sense from a production standpoint. "We'll work with any customer, no matter how small, on anything if we feel that the product is good and it's different."

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