Dan River introduces value-added lineup

Marvin Lazaro, April 1, 2002

Dan River's Home Fashions division unveiled the full scope of its spring introductions last week, unveiling assortments with embellishments, details and value-added looks — but not with heavy price tags.

Also this spring, the major mill quietly marks its 10-year anniversary of manufacturing and marketing the licensed Alexander Julian line of bedding.

"We think there is a consumer considerably above the bottom who is interested in better items when the value speaks for itself," said John Hall, senior vp of sales and marketing for department and specialty stores for the Danville, VA-based mill. "Plenty of what we're offering really steps into the flow of the bed-in-a-bag environment."

Leading off is the Marquis Interiors programs, which will generally retail at the $279.99/$299.99 price point for a queen and king. Two beds, Lexington and Sebastian, are offered with a pearlescent hombre damask and paisley motif on their comforter faces, respectively. Lexington also offers a woven coordinate and damask scroll sheet, while a fleur-de-lis stripe makes up Sebastian's comforter reverse and a paisley stripe adorns the sheets.

For the Embellished Studio line, offered at a $149.99 retail price point for all sizes, Victorian Parlor, Francesca and Antonia are all new. Victorian Parlor features a quilt/patchwork design with rose print sheets, while the updated and brighter Francesca features a floral motif with gingham trim. Adorning Antonia is a distressed scroll and floral motif with small voile trimmed and embroidered sheets.

The 220-count Cotton Studio line offers Chester, with a large paisley on its face and a blanket plaid; Essence, a large-scale magnolia comforter face done in lighter and purple-casted blues; Troy, featuring a menswear look done in bronzes, blacks and browns and a crackle technique sheet; and Shimmer, done in shades of peach and mauve with a zigzag sheet and a watercolor border. Price points for all sizes are $129.99.

Toscana, Country Road, Cedarwood and Jackson are all offered for the Studio 250-count blend line. A water-color botanical with a wax crayon look done in sage, plum and gold makes up Toscana, while Country Road is made up of a completely reversible comforter with a floral motif and a toile sheet. Cedarwood is offered with a textured leaf motif on its face and a coordinating sheet with a tossed leaf design. Jackson is finished in shades of beige with blue blocks on its sheeting and a museum-inspired arty geometric print on the comforter face. All of these have a $99.99 retail price point for all sizes.

Elaina and Baxter, for the 210-count blended Studio line, feature an updated floral with scroll motif in blue, green and periwinkle and a masculine geometric print in plum, tobacco, sage and bronze, respectively. The line retails for $79.99.

Ten comforter ensembles are new for Dan River: four for the Marquis Estates line, which has a price range of $249 to $299 for a queen, and six for the Woven Studio line, offered at a $149.99 price point, also for a queen.

For the Marquis line, Campbell is finished in tones of adobe, moss and beige/gold and has a Victorian look on its comforter face. Schyler features a lace print background with a jacquard top and lace-printed sheets, while Lafayette is done in French blue and burnt orange with a vertical stripe layout and tie-print coordinates. Chalet has an embroidered feeling with shades of bronze and taupe with accents of plum and blue.

Celeste, Lianna, Overture, Sarina and Kiara, offered in camel and sage, are all new for the Woven Studio comforter ensemble line. A queen set will retail for $149.99. Floral and botanical looks dominate, while colors range from olive to camel.

"We think we're right on in terms of look and price point," Hall said. "There are still customers out there who want comforter ensembles, and in some cases they are spending larger amounts of dollars for them. In turn, there is a larger margin in this area."

The mill's Alexander Julian woven line will offer Half Moon Bay, with chenille elements, and Signature Stripe, with chenille plaid accents. The yarn-dye line offers Painted Desert and San Rafael. Desert features a fresh updated look while San Rafael has more masculine tones. Two new quilts will also be added before market.

For the Di Lewis line, In Bloom and Pomery are both new. In Bloom features a watermark look with large blossoms and a stripe reverse while Pomery has a plaid quilt effect on a sheet finished with a yellow stripe with little blossoms and geometric hem.

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