CHF's twofer: New license, new categories
March 21, 2003-- Home Textiles Today,
New York — CHF will charge into the New York Home Textiles Market next week with a new coordinate bath line from high-end porcelain designer Lynn Chase, its first bed-in-a-bag programs for the adult market and an inaugural collection of hard window treatment under the Peri brand.
"She has a real collector cult going," executive vp Joan Karron told HTT. "What she represents for us is yet another opportunity to bring unique points of view to the market."
Shower curtains will be engineered prints on cotton sateen cloth. The line also includes embroidered towel, bath rugs, and shower hooks as well as porcelain and ceramic soap dishes, lotion pumps, wastebaskets, tissue boxes, ring caddies and jewelry trays.
In bedding, the company's 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 chairman and ceo Frank 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, 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 embellished dec pillows. Components include 200-count 50/50 blend sheets. Retails range from $79.99 twin to $119.99 king.
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 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, exec vp, window division. "Because you can't sell the soft without the hard."
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