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  • Cecile Corral

Capel adds doormats

Capel Inc. recently decided to add doormats to its line, and it's hoping to differentiate itself with what it describes as more sophisticated looks than are typically offered in the marketplace.

Capel first tested the line in October with 14 designs — seven of which were branded under the Williamsburg license. "Two weeks ago we committed to producing them after customers received them so well," said Kea Capel, director of marketing and creative services.

For the New York Home Textiles Market in March/April 2003, the company will more than double its skus for the collection, she added, with holiday themes and designs for the Bob Timberlake and Dick Idol licenses.

The collection is made domestically, and the construction is a sublimation printed on a polyester tufted face and backed with a waffle-embossed rubber backing.

With price points set at $24.99, the collection targets specialty stores and catalogs.