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CHF Flexes Design, Branding Muscle

Carole Sloan -- Home Textiles Today, September 13, 2009

CHF Industries has expanded its open line of Roxy and Quiksilver products, developed product in bath across the board that ranges from fun to classic, and brought the entire Peanuts family into myriad applications in its new products to be introduced here this week.

Also significant is the amount of back to school product that is featured. "This market has lots to do with a back-to-school focus. Spring/summer is a work in progress for this area, and it has a new focus at retail," said Frank Foley, ceo. "It can become an excuse for shopping for the home as well," he pointed out, "and there will be extensions into bath."

"Our focus is our tight relations between merchandising, marketing and product designs," Foley continued. Discussing the product introductions broadly, he explained, "We develop product under this approach with the demographics and the parameters of a specific brand — where it should go and all the details and design and breadth of product."

Within the open line, Peanuts is featured on microfiber polyester for all sleep items and "all products involve the entire Peanuts family," Joan Karron, executive vp, commented. Within the new assortment is a bedding ensemble of the whole Peanuts family — "Our Gang" — that is fashioned into full panel prints.

And while Peanuts is targeted to teen girls, "There are certain heritage brands that evoke nostalgia," she added. To make certain all consumer segments are satisfied, the Peanuts family bedding is available in four sizes starting with twin and going up to king.

In addition, bath has been added to the Peanuts program with shower curtains, towels and bath accessories spotlighting the various characters.

In other programs, Dockers will have two new yarn-dyed beds with updated tailored looks. "It's a different way to do modern — sporty in feeling," Karron observed.

Five new Roxy beds are introduced as well as three new Quiksilver beds. Roxy and Quiksilver each have engineered or panel prints within the new assortment. Roxy highlights Kylie, an engineered print; as well as Seeing Spots with a faux wood grain effect; and Summer Daze, a color blocked geometric.

In bath, all new products are fully coordinated across all classifications with yarn dyes, prints and embroideries as highlights. Peanuts has two styles — Pop Art and Summer — "very modern looking in graphics and vinyl shower curtains with pockets and piping trim," Karron explained. "As for bath accessories," she said, "We changed the paradigm a few years ago and made sales on the hard bath accessories increase."

The company's Alix license is being designed to move CHF into new distribution channels which differ from their current matrix.

CHF, which just launched the Mitchell Gold + Bob Williams collection of bedding at Bloomingdale's New York, will expand the furniture design/manufacturing company's design ethos into towels with four solid colors and four coordinated fashion towels "in a concept that makes a real difference," Karron said.

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