Veratex Continues Pushing Boundaries

Janice Chamberlain, Michele SanFilippo, October 17, 2005

At the New York Market — Building on its out-of-the-box bedding ensembles — which began at the August Mini-Market — Veratex is capitalizing on new looks designed to hit different demographics and pique retailers' interest.

“We had a great Mini-Market. We showed fresh product, new looks and got commitments on several patterns that explored brand-new areas of design for us,” described Dale Talbert, Veratex vice president.

He continued, “We wanted to roll that into the fall with new looks and colorations that we haven't tried before, especially now that we have three new designers at the company bringing fresh perspectives to the table.”

A few of the new looks in bedding include Josephine, Juliette, Camden, Camille, Galena, Rozae, Zuni, Lileth and Madison.

Josephine is a silk and old world medallion woven jacquard in shades of silver blue and platinum with pintuck pleated panels.

Juliette features large-scale floral embroidery with side-stitched pleating in tones of walnut and gold on a celadon ground.

Inspired by a Navaho blanket, Camden is a horizontal stripe in natural, chamois, chocolate, turquoise and rust that has a cabin feel.

Camille mixes silk and woven jacquards in tones of sand, champagne and cream along with a crushed novelty sheer, velvet and beaded trim.

Galena offers an all-over oversized leaf motif. The motif is set in a vertical ombre with gradations of lame, gold and natural that move into indigo, granite and charcoal, covered with a lace-like metallic texture.

Lileth is a sheer overlay with an all-over sprawling floral vine and coral accents.

In bath accessories, Veratex is venturing into more whimsical patterns that center around such themes as golf, Mexican hats and fish. The company has also been producing its own bath mats and is showing some fiber-reactive looks this market.

In the growing window segment, about 15 new styles are being shown in multiple colorways. They range from linen, microsuede and sheer to faux silk, chenille and jacquard fabrics.

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