CHF expands bed, pumps up DK Home
Staff Staff -- Home Textiles Today, March 24, 2003
CHF is laying out a plethora of introductions this market, including its first foray into complete single-pack bed ensembles for adults and the launch of an extensive collection of window hardware. Across town, in new showroom space on 10th Avenue, Donna Karan Home will make its first showing since it awarded its license to CHF in late 2002, a move to improve deliveries and replenishment.
"We have furthered some of the supply chain logistics [for Donna Karan Home]. We're not caught up in all items, but the percentage of issues remaining have been nearly 100 percent addressed," CHF chairman and ceo Frank Foley told HTT.
For the balance of the year, CHF will focus on replacing items "whose time has come," he added. Moving into next year, the company will undertake a bigger expansion of products and will work to make a more distinct break between DKNY Life and the Donna Karan collection.
"We're very happy with the collection," Foley said.
The two new bed ensemble lines – It's All in the Bag and Loft Style — seek to emulate a strategy that has made CHF a significant player in the juvenile bedding ensemble world — using the bedding to sell a vertically integrated assortment of room accessories that spur add-on sales and boost the average ticket, according to Foley.
It's All In the Bag includes six to eight ensembles of print and printed jacquard top-of-the-bed with poly fill, 200-count blend sheets and accessories including dec pillows in constructions ranging from sueded to beaded, floor cushions, bath rugs and mosquito netting. Retails run from $89.99 twin to $139.99 king. Accessories retail from $14.99 to $34.99.
Loft Style, a 20-something version of the complete bed in six designs, coordinates with detailed dec pillows adorned with embroidery, appliqué, pleather and silk. Components include 200-count 50/50 blend sheets. Retails range from $79.99 twin to $119.99 king.
"These aren't intended to represent volume bed-in-a-bag business," Foley said. "It's designed to generate add-on sales and change the math of the total ticket."
CHF continues to push the envelope in its Peri window line, including this market a large introduction of window hardware — Peri Decorative Hardware — positioned as a fashion-directed decorative coordinated as opposed to a utilitarian necessity.
"Peri has really created a wonderful reputation. We want to bring the same energy into a category that has been uninspired," said Joan Karron, executive vp.
Peri Decorative Hardware is intended to give CHF an advantage in better channels of distribution — "especially as department stores start to take a look at the category again," said John Witkowski, executive vp, window division. "Because you can't sell the soft without the hard."
CHF is also looking to deepen its channel presence in juvenile departments by expanding its Hello Kitty license beyond specialty stores and building out the line with shop concept accessories, including shower caps, towels, fleece throws and rugs. It also will add three new bedding patterns — two conventionally printed, one chenille.
"Hello Kitty is hot as a pistol," Karron said. "We hold most of the bed and bath licenses. Now we can create the one-stop shop."
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