Major Splash of Fresh from CHF
September 8, 2008,
While CHF Industries will work with accounts on exclusive projects behind closed doors at next week's market, it will also unveil two new brands and relaunch Umbra.
Inspired by novelty T-shirt styles, the collection will feature "dirty" bath rugs, colorful graphics and "screaming packaging," that the companies say will provide "a witty approach to everyday items," with a Blah, Blah, Blah tagline: "Beds are not just for sleeping anymore."
"Of course, Nick is an incredibly talented wordsmith, so a lot of patterns have words on them," said Joan Karron, CHF evp.
A couple of examples: "I'm good in bed/I can sleep all day," and "Spooning can lead to forking." The brightly colored patterns also include gaming iconography and emoticons. "It fills the gap between where Bed Bath & Beyond starts and Urban Outfitters ends," observed Karron.
For the younger set, CHF will unveil a line of juvenile bedding, bath and home accessories under the Alex toy brand. Alex is a creative play brand carried in more than 4,000 retailer locations in the upscale specialty market — a channel CHF hopes to tap. While previewing the line at market, CHF will officially launch it at Toy Fair.
CHF has also revamped the Umbra bedding collection and will show six to eight beds featuring prints, yarn-dyes and reversible comforters. CHF chairman and ceo Frank Foley told HTT that the new collection is "more sophisticated and perhaps a narrower interpretation of the brand." The aim is a modern, youthful appeal at affordable prices.
Elsewhere in bedding, CHF is expanding the Ready-to-Sell program it introduced during the February market. This bed ensemble program targets smaller chain retailers that don't have the wherewithal to take on huge programs. "It proved successful last market, and we now have close to 23 to 24 patterns we're supporting," said Karron. The program sells under the Loft Style brand for adults and under My Room for kids.
The Green Gorilla line of organic juvenile bedding introduced last market is preparing to ship for spring sets in time for Earth Day in April. CHF will show new beds this market.
In bath, CHF is expanding its fancy towel offerings. "We've been making inroads in an area where the big guys don't want to be. We've created book-ends for solid color towels," said Karron.