Springs houses wide array of brands

Marvin Lazaro, October 21, 2002

Bringing many of its recent acquisitions together, Springs Industries has rethought its market presentation and subsequently remodeled its showroom to reflect its image as a one-stop shop for both retailers and consumers.

Springs' new opening statement for its showroom — presented through the use of a faux house — is how all of its products, from its Beaulieu Rug division to its Springs window division, its Regal bath rugs division to its own stable of core bedding and bath, and from both domestic and foreign sources, can be integrated.

Coordinating and complementary products from all of the divisions, including licenses, are showcased in the "home," which includes a foyer, guest room, living room, kitchen, kids room, baby room and master bedroom and bathroom, each of which uses a variety of product supplied, manufactured or licensed by Springs.

While the breadth of the products shown is not available across all retail channels, Springs' message is clear. "There is no question we can decorate every room in the home — every color, every design theme. This is a building story for us," Nancy Webster, senior vp of creative development, told HTT.

The acquisitions of Burlington House and Beaulieu Rugs have also led to dedicated showroom space for each, as well as an area where the bedding, soft window and area rugs are presented together.

Springs is keeping the Burlington House name alive through its bedding line. Thirteen ensembles are new, with three each for the Absolute Bed-in-One and Bed-in-One sets and seven for the upper tier of styling.

Although the design concept for Burlington remains largely familiar, Springs has opted to upgrade and change some aspects. The Absolute Bed-in-One sets now reflect a more contemporary styling, Webster said, and the sheeting has been upgraded to a 270-count cotton sateen from the original 230-count. However, retail prices remain the same at $279 for a queen and $299 for a king. The Bed-in-One set remains the opening price point for Burlington — $149 for a full to $199 for a king — and its sheeting remains at 220-count cotton. The sheets for the upper tier of Burlington House bedding have also been upgraded, from a 270-count sateen to a 300-count.

Springs' core Wamsutta Bedroom Solutions set is increasing its range to include twin and full sizes. Six looks are new, all with more formal looks and an upgrade in sheeting from 220-count cotton to 270-count printed sateen.

"We had to differentiate the Bedroom Solutions line from Burlington House since the two had been in competition with each other," Webster said.

The 400-count luxury sateen solid sheet line has been supplemented with the Stratford luxury silk quilt in queen and king sizes only with prices start at $159.

A new non-solid solid sheet line is also displayed on the showroom floor. Sateen Expressions is a 300-count sateen offered as open stock, and retail prices start at from $39.99 for a queen flat or fitted.

The Craftique line is undergoing changes, as Webster said Springs got a mild case of sticker shock when it initially offered the line. Instead of bed-in-a-bags, the line has been reconfigured as comforters sets ($249 for a queen) and sheets sets ($129 for a queen). Five beds are new, each now more highly styled thanks to piecing, embroidery and applique.

The styling of the 60/40 Pima cotton/polyester Artistique line has been upgraded to reflect more of a bed-in-a-bag approach, as a result of the inclusion of a dust ruffle.

A line of Artistique promotional quilts has also been added under both the Springs and Burlington House labels. The Springs quilts are merchandised as sets (shams and a quilt) for $39.99 retail, while the Burlington line is open stock for $59.99.

In the bathroom, Springs has changed its presentation to include galleries of products. Towels, bath accessories/shower curtains and bath rugs each have their own area.

The Centennial towel line has had its palette and product collection slightly altered. Fewer brights are now being offered, while jacquard constructions and non-solid solid looks have been added.

The bath rug gallery showcases the new Centennial Elite bath rug, which includes several different constructions and patterned looks. Catering to the spa look is a collection of 21" x 34" indoor/outdoor wood mats priced at $39.99.

The freestanding shower curtain line reflects plenty of apparel-influenced looks, while the rug area includes a sit-down presentation.

The window showroom, following the gallery approach, has been divided into six different trend areas — glamorous, romantic, relaxing, graphic, organic and café tiers.

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