TexStyle finds a window into bedding and dec
Andrea Lillo -- Home Textiles Today, October 13, 2003
With its roots firmly in the window segment, TexStyle began branching out several months ago to other product categories, most notably bedding, as evident in its showroom during fall market.
"Our success in window is due to our beautiful fabrics," said Jim Cox, president, sales and marketing. And expanding into other areas, including opening price point bedding, better bedding, decorative pillows, dining room chair covers and slipcovers was a natural extension.
Making their entry six months ago, the new product categories are part of the company's strategy to achieve a 50/50 balance of window and non-window products. Already, it has acquired new accounts thanks to the expansion. "There are plenty of retailers out there that don't have freestanding window," he said.
This year, bedding should be about 10 percent of its business, Cox said, with plans to go to 20 percent to 25 percent next year.
The company has also transferred all of its production offshore over the past few years in a "purely economical" move, said Mike Crotty, president, and it now owns two cut-and-sew facilities in China, where the entire line is made, though it retains a facility in Kentucky for distribution.
Cox added that most of its bed sets retail between $99 and $149, and "you get more bells and whistles than what's out there." About 20 designs debuted this market, including Silkara, a design made of a poly/silk blend; Far East, a suede jacquard that started as a window style; Alessandra, a jacquard banded with velvet; and Fernwood, a fern look on chenille.
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