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Frette on the move

New York – Two weeks after its acquisition by a private equity firm, Frette is moving forward to capture a broader audience and to establish itself as a multi-channel retailer.

The luxury Italian linens brand is now owned by JH Partners (www.jhpartners.com),

a San Fransisco-based firm that invests in consumer and marketing-driven companies with revenues of $10 million to $300 million.

Earlier this month, Frette opened a free-standing store in Palo Alto, Calif., its 9th in the United States. The company is now scouting locations in key markets in Texas, Florida, Nevada and Long Island, according to Filippo Arnaboldi, director of marketing.

Its new e-commerce site, www.frette.com , is now in soft launch and will begin accepting orders Nov. 7. Marketing on site and in the latest catalog places Frette in more contemporary and trendy settings – such as urban studios – to attract the younger luxury customer. Also in that direction, the company just introduced a new collection – Indulgence – which offers a more contemporary look at price points ranging from $500 to $900 for a king bed set.

“The core business is doing very well, but it is not yet the taste level of the younger customers,” said Arnaboldi. “What we’re trying to do is broaden the customer a little bit.”

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