A window on Veratex's new launch

NEW YORK -Veratex will put the spotlight on its new freestanding window treatment program this market-literally, with a special window section display at its street-level showroom on Fifth Avenue.

Although Veratex has always produced coordinate window treatments for its master beds, the company decided to launch a freestanding program because it felt there was room for better goods in that area, according to vice president Dale Talbert.

"We're not going into basic voiles and sheers. We don't feel there's a direction in the market for that," Talbert said. "We need to bring something special to the table."

As for how the new program will play into Veratex's strategic growth plan, he said, "if we can get a 10% increase based of the additional window the first year, we'd be very happy."

The program will consist of solid color and print window treatments that include top treatments. Price points will retail from $39.99 to $79.99.

"We've had great input from the retails on what type of things we think they're missing from their line," Talbert said. "This gives us another reason to make ourselves important to the total store. We've got bedding; as of last market we've got bath; and now we've got window."

Solid color will be produced in two constructions: tafetta and a silk-like 100 percent polyester. Each will come in six colors ranging from naturals and rich jewel tones, Talbert said.

The print side of the program will consist of 10 woven patterns, half of them inspired by master bed patterns debuting this market.

Fabric for roughly 50 percent of the program will be sourced from overseas-in line with Veratex's current sourcing ratio, Talbert said.

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See the May 2017 issue of Home & Textiles Today. In this issue, we discuss our annual Market Basket survey, which finds higher prices and more polyester at leading retailers. See details!