• Cecile Corral
  • Andrea Lillo

Elrene taps into new technology

New York — A new and advanced fabric printing technology is making it possible for table linen and kitchen textile manufacturer and importer Elrene Home Fashions, based here, to give a boost to its existing Villeroy & Boch and new Warren Kimble licensed programs.

The new technology makes it possible for the licensed images and designs to be translated accurately and in full onto poly-cotton blended fabrics.

"This allows us to replicate dinnerware exactly," said Christine Ullman, executive vp, design.

Ullman explained that, until recently, Elrene was forced to amend designs and art from the Villeroy & Boch dinnerware collections in order to make it printable on fabrics.

"The problem was that dinnerware is typically painted with up to 25 to 30 colors, but textiles had to be reduced to 10 to 12 colors because of the limitations in technology," she said. "The textiles never had the depth or richness of the dinnerware. But now, we've pioneered a way to get all the colors used in dinnerware on the textiles, as well."

Ullman would not disclose details regarding the new technology.

For the new Villeroy & Boch Florea design, Elrene will introduce new place mats, napkins and tablecloths produced with the new technology. For the new Warren Kimble Coastal design, Elrene will introduce new table linens and kitchen textiles.

For now, Elrene will only use the new technology for the Villeroy & Boch and Warren Kimble licenses.

"It works best for these two, but ultimately we'll expand it into other lines," Ullman said.

Equally important, Ullman insisted, is that the new technology does not affect price points.

"It's the same price as traditional printing — $29.99 tablecloths," she said.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more... See details!