Whisper Soft brings in-house brand to forefront

New York — Juvenile bedding manufacturer Whisper Soft Mills is repositioning its brand image by focusing on its InStyle brand in an attempt to update the company's perception in the marketplace.

According to president Vincent DeRosa, the company's name reflects its roots in satin sheets but doesn't really reflect its position in juvenile category, where it furnishes 15 product categories, including decor. Whisper Soft will now market its products under the new brand logo InStyle by WSM.

"When I first got here we were just doing printed juvenile comforters, and now we do printed comforters, pieced quilts, chenille comforters as well as those with a lot of layering and sewing details, and 180-count percale sheets," said DeRosa.

Its assortment now also includes a latex paint collection, dec pillows that double as toys, wall borders plus stickers, bath accessories, painted wood or resin nesting bins, and hand-painted hardwood furniture pieces to coordinate with about a third of its bedding line.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • The Countdown to the ICON Honors Continues featuring Christophe Pourny

    Camera Icon More Videos


HTT digital edition

See the May 2017 issue of Home & Textiles Today. In this issue, we discuss our annual Market Basket survey, which finds higher prices and more polyester at leading retailers. See details!