ADI expands market offerings
Cecile Corral -- Home Textiles Today, November 17, 2003
After launching the newest additions to its one-year-old Home Fashions division, American Dawn Inc. (ADI).is moving forward with new lines of throws, table linens and pet pillows.
Upscale and highly-embellished, the products — comprising more than 70 designs — officially debuted in September during the New York Home Textiles market, six months after they were tested with a soft launch, said Andréa White, marketing analyst.
"All three product categories were very well received by retailers at market. They fit well with our existing product lines," White explained. "We found a niche. There's nothing else out there like [our new throws, runners and pet pillows] that are high end and embellished in the way our customers wanted them to be."
Other already established products in ADI's home fashions division include bath towels, decorative pillows, kitchen textiles and place mats.
White said that while ADI's entire home fashions product lines match and complement each other in design and construction, not all will cross coordinate with the new offerings. Some of the throws, table runners and pet pillows will cross coordinate into collections and others will be sold as stand-alone items.
"We coordinate our products wherever possible, when the patterns lend themselves to multiple products," White said. "As we already do with our decorative pillows, we can customize looks."
The throws, which measure 50" x 60" and are made with domestic and imported fabrics and trims, come in 20 designs and are set to retail for $49.99 to $129.99.
Of the 30-plus table runners, most coordinate with decorative pillows and are also employ domestic and imported fabrics and trims. Available in two lengths — 72 inches and 90 inches — the table runners are set to retail for $24.99 to $39.99.
The pet pillows are available in 20 designs and in oval and rectangular sizes. All have a removable zippered cover for easy laundering. Price points range from $29.99 to $49.99 at retail.
ADI's target customers for these new product lines include high-end department stores, independent specialty retailers and gift shops, White said.
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