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  • Jennifer Marks

London Luxury Lands Claritin License for Anti-allergen Line

NEW YORK - London Luxury this week will introduce an antiallergen bedding collection licensed under the Claritin brand, the leading over-the-counter medication for allergy relief.
     The collection runs the gamut: comforters, comforter covers, sheets, pillows, mattress pads, children's bedding, travel pillows and neck rolls positioned as a luxurious complement to an allergy sufferer's daily regimen.
     Claritin bedding is engineered to function as a barrier to dust mites, pet dander and other allergens. Some of the packaging calls out the product's anti-allergen features, while others depict pets and focus on anti-dander properies.
     "Allergists recommend the use of allergen barrier bedding as a tool to help control allergy symptoms," said Marc Jason, ceo of London Luxury. "We are so excited to work together with the makers of Claritin to bring consumers the ultimate allergen barrier bedding."
     James Mackey of Merck Consumer Care, the maker of Claritin, described London Luxury as "best-in-class" and characterized the collection as an opportunity to "reach consumers in new, innovative ways."
     In another big introduction this week during the New York Home Fashions Market, London Luxury is taking the Arm & Hammer brand into a full range of kitchen textiles with anti-odor and anti-microbial properties. The collection includes kitchen towels in solids, stripes and dobby weaves as well as scrubber mitts, dish cloths and flame-retardant/heat-resistant over mitts and pot holders.
     In the Arm & Hammer bedding collection, London Luxury this market is adding bed bug protectors to the line.
The company's Elizabeth Arden brand is taking bedding into an aloe formulation to emphasize the spa aspects of the collection. London Luxury is also debuting a range of sumptuous bath rugs and Mary Jane slippers.
     "Long gone are the days when you can stick a name on a bed and get a placement," said Amanda Keller, London Luxury's director of licensing and marketing. "It has to offer benefits that are consistent with the brand identity."
     The Sharper Image line this market is shown under two themes: winter and summer. The highlight in winter is an electric blanket with ultra-thin wiring and a sleek controller that resembles a Wii component. "This isn't your grandmother's electric blanket," said Gail Nicholson, vp of product development and design for London Luxury.
     Also new is a comforter for couples who sleep at different temperatures. There are two constructions: one in which fill weights are different on each side of the comforter; another where one side is filled with Thinsulate and the other with regular fill. Each side is trimmed differently so couples can distinguish which is which.
     In summer, Sharper Image is using the So Cool tag for its bedding made with Outlast Technology.

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