AQ Textiles in Eileen West Bedding Launch
Jennifer Marks -- Home Textiles Today, September 15, 2009
AQ Textiles will launch Eileen Westbranded fashion bedding, sheets and blankets this week under a new licensing agreement with the intimate apparel designer.
“I’m really excited about being associated with her because, first of all, she’s real,” said Larry Queen, AQ’s president and ceo. “She’s very involved in maintaining control of her image, her brand and her distribution.”
The line will be shown in two collections: Black Label, mirroring the designation of West’s top-of-the-line sleepwear, and Eileen West.
Black Label sheets will include an 800-count Egyptian cotton as well as a 600-count cotton in eight colors. The palette will work back into Black Label duvet sets.
Under the Eileen West brand, AQ will launch a 50/50-blend of Tencel and Supima. One version will consist of a solid color palette in 10 hues with pleated hems; the other with be a 12-pleated, oven stripe in 10 colors. Duvet covers and shams will also be offered in the Tencel/Supima blended fabric.
“It’s a dreamy fabric, so it fits with Eileen’s image,” said Queen. “It’s soft and high performance.”
The Eileen West collection also will include 500-count cotton sheets with either embroidery or lace hems as well as four beds in a linen-like cotton.
The Tencel/Supima construction is also being used for coordinate blankets in 10 colors.
Although the business climate remains challenging for both apparel and home, West told HTT: “We are confident that the best way to grow is to offer a well-made, original product at a good value, even in a crowded field.”
West’s roster of licensees for home also includes United Feather & Down for comforters and duvets; Hedaya Home Fashions for quilts; American Dawn for bath towels; Park B. Smith for shower curtains, bath rugs and window; and PTS America for fine china.
“Each company is the best in its field, which makes the process of scheduling and coordinating with multiple companies well worth it,” said West.
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