Sunham flexes fashion in quilts
September 14, 2008,
At the New York Market – Diversified home textiles producer Sunham Home Fashions believes the time has come for quilts again, and it’s giving the category a nudge with a new collections focused on fashion and flexible product constructions that allow consumers to change the look of a quilt.
“We’re seeing signs that people have been asking for more quilts with quality,” said ceo Howard Yung, observing that the category “has been down for a while and it’s time to come back. We want to be more innovative.”
To that end, Sunham is introducing two new quilt constructions this market.
Trio features a quilted center panel surrounded by a solid. The center panel has hidden zippers accommodating two additional center panels, so consumers can get creative.
Another unnamed item is constructed like a duvet cover with a hidden zipper on one side so that it can be turned inside out to create a new look. Each of the four sides features a different coordinating pattern.
Sunham this market is also introducing a line of Eco Chic quilts. The face cloth is made from 100% organic cotton and the fill is constructed of 100% recycled material.
Designs across the quilt and comforter collection include looks that reinforce Sunham’s Guess.TheTrend.com website and marketing campaign: a French damask, stripes, embroidered scroll work, oversized document prints, graphic chrysanthemum prints, and Egyptian-influenced jacquard wovens, animal prints in neutral tones, and a botanical silhouette print. Many of the comforters and quilts can be used as coordinates.
“The market tells consumers to use either a comforter or a quilt, but when you ask consumers they’re using both,” said Ellen McNulty, partner in Corra Consulting, which has been working with Sunham. “So Sunham is designing quilts and comforters as coordinates.”