Croscill taps potential of dec pillows, bedding

Marvin Lazaro, March 4, 2002

Recognizing that it must broaden its appeal to a bigger cross-section of consumers while also realizing the viability of the rapidly growing decorative pillow business, Croscill Home unveiled several new bedding styles and a much expanded pillow line at its styleout here last week.

The highly expanded decorative pillow line includes a wide range of looks from the casual to the opulent and the embellished to the plain. Velvet, cambric cotton, silk, chenille and Capri satin fabrics are all represented in a collection that stays in the upper price points. Although Croscill has been in the pillow business for several years, the company only recently decided to make the business a focus.

"We're trying to find our niche in pillows," said David Kahn, ceo and president of the company, which is based in New York, "so we're doing a lot more looks which will appeal to a lot more people."

The company will also introduce new 410-count combed Supima cotton sateen sheets. The sheets will be offered in a jacquard stripe and jacquard damask. Up to five colors may be offered for the open stock program, which will range from $49.99 for a queen flat sheet.

Croscill will also supplement its 310-count Couture sheet collection with 310-count sateen duvet covers and various top-of-bed. Four different styles will be offered with a variety of lace and embroidered borders.

In addition, Croscill unveiled its new bedding lines, several of which appeal to more lifestyles, as well as the opulent, classic Croscill look. The company's popular drapery program will also be supplemented with several new freestanding collections that will coordinate with the new bedding.

From the tropical look of Caravan, with monkeys and elephants on its comforter face, to the cotton Bourdeaux Bouquet, which features a quilt, the different looks represent a concentration on different lifestyles and looks.

"We have to do a good job of broadening the lifestyle looks we offer," Kahn said. "So we're pushing different looks with different fabrics."

Croscill will also forge ahead with a new limited collection of kitchen ceramics.

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