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Dorma Dresses Up for Market

Carole Sloan -- Home Textiles Today, August 5, 2006

New York — The Dorma brand bedding collection from England will mark its new launch here at the New York Home Textiles Market featuring higher thread count bed sheets, more embellishments and jacquard bedding.

The U.S. license for Dorma, which also is debuting the new Dorma Boutique and the Bed by Conran collections, is held by the Cone Jacquards division of International Textile Group (ITG). Dorma's parent company in the U.K. is Dawson International.

Among the enhancements in the core Dorma line are innovative accessory items as well as embroideries on hem cuffs and a brighter, fresh color palette, said Daphne O'Brien, vp, retail products for ITG.

One of the key elements to the new look, O'Brien explained, “is the incredible detail that was worked into the embroideries.” Another important design advance, she added, “is the array of silk accessories that popped with color.”

Fabrics in the bedding collection include faux suede, lightweight soft cotton printed velvets, and jacquards. New to the collection is the solid color 200-count long staple cotton sheet program in 12 colors — both naturals and fashion shades such as fuschia, coral, lime and teal.

The bedding also has accessories including window coverings, duvets and bed pillows, decorative pillows, throws, duvet covers and quilts.

The Bed by Conran collection features bedding designs by Sir Terrance Conran, founder of Conran's home furnishings stores as well as his design and food network. Bedding includes eight all-cotton percale ensembles in understated patterns and solid colors, inspired by 1930s art deco and sculptured fabrics as well as vintage looks. Bed by Conran also offers towels in 800-gram weights as well as robes and bath accessories.

Price points are targeted to the mid to upper range, O'Brien said. Distribution is aimed at better specialty and department stores.

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