Neuburger moving into new home categories
Staff Staff -- Home Textiles Today, June 16, 2003
KN Ltd. plans to push into new product categories as it pursues a total lifestyle positioning for the Karen Neuburger brand. On the agenda: bath towels, shower curtains, bath accessories, area and scatter rugs, hard tabletop, stationery and lawn & garden, Neuburger told HTT.
In conjunction with the Licensing Show here last week, Neuburger transformed her Madison Avenue office into a total home vignette featuring examples of what items from new categories might look like. Those are cross-merchandised with existing lines, including bedding and utility bedding from Hollander Home Fashions, embellished towels by Avanti and tapestry pillows and throws by Manual Woodworkers and Weavers.
Neuburger, known for wearing her signature sleepwear on all occasions from airplane flights to appearances on "Oprah," last week conducted tours through the showroom in her street clothes — to underscore that the brand no longer revolves just around sleeping, she said.
Last month, the company launched a collection of infant bedding at the JPMA show. The line is produced by Crown Crafts and is complemented by a line of infant sleepwear and apparel.
This October, Neuburger will debut a limited-edition line of products for National Breast Cancer Awareness Month. Although the brand has produced individual skus in the past to benefit theY-ME National Breast Cancer Organization, this will be the first coordinate line and is meant to be merchandised as an ensemble. Items include a specialty designed sleep pillow, an embroidered dec pillow, slippers, lounge socks, pink ribbon pajamas, a plush pink ottoman robe and a three-piece microfiber intimate set.
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