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Leslie Beck takes home into ShopKo

New York — Four Leslie Beck American Casual bedding ensembles from Dan River are slated to roll out chainwide to ShopKo stores beginning in May, according to the designer's licensing agency.

The designs — Cherries Jubilee, Herb Garden, Hiways & Biways and Reminisce — will be merchandised in the chain's power rack display and feature header cards promoting the brand.

"Her classic designs with her signature down-home appeal are a perfect fit for ShopKo's customer and for everyone else who loves her traditional and comfort-oriented design sensibility," said Kevin Jareck, vice president, Dan River Home Fashions.

The licensing agency Wildflower Group's branding strategy for the program is intended to transform the designs of the artist into a dynamic, cross-category lifestyle program, featuring fabrics and home decor for the mass market and specialty channels.

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