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Veratex Moving to 261 Fifth Ave.

Michele SanFilippo -- Home Textiles Today, January 17, 2005

Panorama City, Calif. — Veratex is moving its New York showroom from 303 Fifth Ave. to a scaled down 9,000-square-foot space a few blocks away at 261 that takes up most of the 22nd floor.

The bedding and bath manufacturer will stay at its current 15,000-square-foot location for the February Mini-Market, but will move to 261 for the April New York Home Textiles Market. British towel producer Christy, who shared space on the downstairs storage level of Veratex's 303 Fifth Ave. showroom, will also find a new space at 261.

“The business is changing. Five years ago it was a good move to have such a large space to showcase your products, but now it's a smart business move to relocate to a smaller showroom. You can't be fat anymore; you've got to remain lean in order to survive today,” Dale Talbert, Veratex vice president, said.

He continued that some of the changes include, “showing goods on a day-to-day basis now both at our headquarters and when we visit retailers around the country. Market is taking on less meaning as time goes by.”

In addition, Veratex has entered the rug business with approximately 50 free-standing area, accent and bath rugs from Asia that it will preview at February Mini-Market. Rugs include tufted, synthetic and natural wovens in various sizes such as runners, 4-by-6, 9-by-12 and larger. Rugs coordinating with bedding ensembles will also be offered.

The new line will target department and specialty stores as well as non-traditional retailers of home furnishings at prices ranging from $19.95 to $199.95.

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