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United Feather & Down taking Sheex line to new heights for market

Brian Carroll, Retail Editor 3 -- Home Textiles Today, September 15, 2011

Des Plaines, Ill. - It has been one year since the brand launch of luxury bedding program Sheex, and now licensee United Feather & Down is ready to introduce the next generation during the New York Home Fashions Market.

Sheex was originally the brainchild of University of South Carolina women's basketball coaches Michelle Marciniak and Susan Walvius, who in 2007 created what they claimed to be the world's first luxury bedding made from performance athletic fabrics. It has been endorsed by the National Sleep Foundation as well as professional athletes.

Then in October 2010, UF&D added Sheex to its lineup.

For this market, UF&D is marketing the expanded offering as "sexy-edgy-cool line of high-quality performance bedding" that the company has now taken to "an even greater level of comfort, functionality, and cutting-edge designs" with its new assortment of specialty sleep products." These new products feature proprietary, advanced filling materials designed with comfort-enhancing benefits to further complement and enhance the brand's "Sleep•Fit" technology.

All products are covered with ultra-soft, pro-quality athletic fabrics and are designed to offer better comfort and better sleep through temperature control, breathability and moisture-wicking capabilities "that cotton and traditional filling materials cannot offer," UF&D noted.

"Sheex is a truly innovative and unique brand, and we're excited about the creative synergy that has led to our newest assortment of bedding products that will help people sleep better," said Brandon Palmer, co-president of United Feather & Down.

During market, which takes place September 19 to 23, Sheex founders Marciniak and Walvius will be at UF&D's corporate showroom on the third floor of 1071 Sixth Ave. from 11 a.m. to 1 p.m. Sept. 20th.

 

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