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Welspun Fuels Fashion with Amy Butler

Carole Sloan -- Home Textiles Today, September 29, 2008

New York —Amy Butler, a home sewing/crafts celebrity, headlined an extensive new array of bed and bath product at Welspun this month's market, along with expanded introductions of the company's “Smart” stain- and wrinkle-resistant technology for bed and bath, and the new Waverly license for basic bedding, towels and bath rugs.

Luxus, another company brand, reflects a more sophisticated attitude in coloration and styling.

Welspun also enhanced its acquisition of Christy with a trade-up goal to appeal to a different level of retail distribution.

Amy Butler is a proponent of eco-friendly products and lifestyle from the garden to product, said Gary Filippone, Welspun design director for bedding. Her appeal, he said, is to the 25- to 50-year old consumer. “She is inspired by nature and loves color.”

As a result, the Amy Butler collection of bedding is printed on 100% organic cotton as well as viscose, using sustainable low impact dyes and embellishment materials. Her four beds are in colors that mix combinations such as yellow, cabbage greens, blues and turquoise or pink, orange and lilac. Each bed offers opportunities for layering, Filippone explained.

The collection includes 16 solid color sheets and four print sheet styles. Bed skirts are reversible, enhancing the potential for layering.

In addition, the Amy Butler program includes solid color towels in 11 colors art $16.99, comforter sets at $249, sheet sets at $199, coverlets at $149 and duvets at $109 — all in the queen size.

In the Smart line, Welspun offers a solid color, laser-cut pillow sham that fits over a solid or print pillowcase to create a layering effect in Urban View. Brush Stroke uses the same stripe in a horizontal layout for pastel sheets, and vertically for the dark duvet.

In towels, there are 36 solid colors plus Kaleidoscope, a stripe.

Tech advances include a cotton-rich sheet using Nanosphere technology that will not take stains, regardless of washings.

The new Waverly licensed towel program features five jacquards and 32 solid colors, reflecting designs from the Waverly fabric archives. The towels are $9.99 for bath.

The Christy collection features four new beds. Essex is a print on a faille weave with a golden floral medallion motif and embroidery detailing. Cameo, a silk with embroidery and a gimp tape framing is matched to Ainsley, a 700-count Egyptian cotton sateen. Cameo is $399 for the queen duvet.

Other new Christy styles are Kensington, an Italian documentary jacquard with “hotel style” bedding accessories in a cotton/silk blen; and Mayfair, a fully embroidered cotton bed with box-style ruching at the duvet edge.

Medora in the Christy collection, an existing solid color sheet, has six new colors.

In the Luxus brand collection, Sovereign, a 700-count Egyptian cotton, uses a high luster finish to create an opalescent effect, while Coronado uses metallic accents to enhance the dot motif on a dark brown ground.

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