Sheridan advances with nod to past

Jane Kitchen, Michele SanFilippo, March 22, 2004

Sheridan USA is moving forward with its good/better/best strategy and rekindling its Australian roots with a colorful showroom layout. The new showcase features walls coordinating back to bed patterns, some of which come from classic Sheridan prints.

"We are really capitalizing on the Sheridan brand name and its tradition for vibrant colors," explained Bob Gehm, president of Sheridan USA. "It will be all about color in our showroom this market, with different sections devoted to our good, better and best product classifications. It's about pushing the brand to the forefront with retailers."

Sheridan has been getting placements and generating attention for its products by reviving classic prints from the company's heyday. Buyers have been inquiring about specific prints from the past and asking that they be brought back for bedding or bath, according to Gehm. However, Sheridan will still continue to develop new designs.

In its "good" classification, which has a retail price point of $99.99 for all size bed-in-a-bags, there will be six colorful new patterns and two revised classic designs. The "better" category will feature eight new bed patterns with enhanced color, design and construction for $249.99 retail on a queen comforter set. The "best" category will feature three to four new embellished ensembles with many dec pillows for $349.99.

The company is also developing a shower curtain and accessories line for fall market utilizing classic prints, but will be doing retailer-specific programs under the Sheridan brand right after the New York Home Textiles Market. Additionally, Sheridan is developing a unique solid color sheet and towel line for fall.

Also in the works is a juvenile bedding program for a specific retailer under the Sheridan name. It will feature Sheridan's traditional concept of coloration. Sheridan will be unveiling a new mass market brand for its bed-in-a-bag business this July called the Down Under Home Collection. Products will retail for $79.99 to $119.99.

The company hired the showroom designers who previously set up Pillowtex's showroom this market. Last market, Sheridan's showroom was much more conservative emphasizing its 'best' patterns.

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