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Décor Continues Expansion

Décor By Beader's Touch continues to expand its home textiles offerings and at next month's New York Home Textiles Market will debut window panels and coverlets along with new duvet designs at its new showroom space at 230 Fifth Ave.

The company has been in the apparel business for 20 years and continues to produce goods for a variety of department stores. The core apparel business consists of embroidered private-label sportswear in missy sizes.

The husband and wife team at the helm of Beader's Touch launched into home textiles three years ago, primarily in decorative pillows. The company's home products now also include embroidered and hand-painted silk duvets, shower curtains and table runners.

Although the company has relationships with two factories, it also sources product from around India, based on the embroidery and detailing strengths of the various regions, said Rekha Gadhvi, director of design and development.

The majority of its product lines are direct ship. The exception is decorative pillows, for which inserts are done in Brooklyn, said President Jay Gadhvi.

“We are the new kids on the block in home furnishings,” he said. “Our focus is not just on the very high-end doing silks. We also do blends such as poly/nylon. We're going for that middle market.”

Establishing a foothold in the home textiles industry has been a methodical process, according to Rekha Gadhvi. Although Beader's Touch had solid relationships with missy buyers at mid-tier and better-end department stores, those buyers often had no contact with their home textiles counterparts, so the company had to knock on doors like any other market newcomer, she said.

“It's been a very slow process,” she added, “But we are patient.”

During the upcoming market, Beader's Touch will show up to 10 curtain panels in constructions including organza, cotton and poly blends. It will also show up to six new duvet designs, up to 12 new shower curtains and about 100 decorative pillows.

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