• Cecile Corral

Bardwil Launches Michael Graves Collection

Offering Divided Into Five Design Groupings

New York — Bardwil Linens continues to build on its licensing partnership with formal tabletop brand Lenox Inc., launching at the upcoming Mini-Market the Michael Graves Studio collection under Lenox's casual alternative, Dansk.

“It's a fresh perspective on table lines,” said Nancy Kristoff, president, sales and marketing. “The collection is different.”

The partnership comes about three months after The Michael Graves Design Group said it was looking to expand its brand into new product areas, including domestics, residential furniture, flooring, kitchen cabinetry, bath fixtures and other building products. The studio works cooperatively with architect Michael Graves' firm, Michael Graves & Associates (MGA).

Bardwil's offering is divvied into five design groupings of table linens and kitchen textiles, all titled in typical Graves fashion: Gourm.a; Rib.n; Fru.t; Prop.r; and N.velope. They coordinate with existing Michael Graves tabletop collections, including dinnerware, silverware and glassware.

Kristoff described the designs as casual and graphic in style.

“The colorways are mostly neutrals — blue, black, rust and white — except for Prop.r, which has primary colors,” she said. “We designed the collection to be more year-round and not spring- or fall-specific.”

The line comprises two fabric tablecloths, fabric and plastic hard mat placemats, napkins, runners, kitchen towels, pot holders, oven mitts and aprons. Fabrications include 100 percent cotton and 100 percent cotton-woven varieties.

The line also includes five generic napkin ring styles that mix and match with the five design groupings.

Targeting department and specialty stores, suggested retail price points include $2.99 for a plastic placemat and $39.99 for a tablecloth.

The two tablecloths are available in five sizes: 52-inch square; 52-by-70; 60-by-84; 60-by-102; and 70-inch round.

Bardwil became a licensee of the Lenox brand in fall 2001. Since then it has added new offerings under the partnership collections of table linens and kitchen textiles for the Dansk brand, released in September 2003, as well as a Lenox branded bath towel program, which debuted last fall.

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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