Aussino teams with Taylor Swift
Home & Textiles Today Staff -- Home Textiles Today, March 19, 2013
At the New York Market - Singer/songwriter Taylor Swift won't be at market, but her new line of home textiles will.
Multi-category manufacturer Aussino this week is previewing a line that includes top of bed, quilts, dec pillows, solid color towels, beach towels, tote bags and apron. The supplier plans to add robes and sleepwear to the collection for the official launch.
Swift, a seven-time Grammy Award winner, is raising her profile in the products business. She recently signed on as the face of Diet Coke, and she promotes girl power in a Keds campaign that broke earlier this year. She has two perfumes in the market as well as a line of greeting cards with American Greetings.
"This is a fresh look," said Steve Lewis, Aussino president. "A store can really build around this brand."
Former Boscov's ceo Burt Krieger, who has known Swift's family since she was in grade school, is working with the actress on brand and product development. He described how the pajamas Swift sported in her "Never Getting Back Together" video - an outfit whipped up by a stylist from a funky piece of fabric - received so many queries from fans that the team quickly put a line into production.
"We sold 2,300 in three days on her Facebook page," he said, noting there was no effort made to sell the PJs elsewhere. "We say she is ‘authentically composed.' "
Aussino created two lines of bedding for Taylor Swift Home. The first addresses "the young Taylor," a nod to her breakout at age 16 as well as her as her young fan following with sweet prints. The other reflects the more sophisticated sensibilities of the now 23-year-old Swift, a designer-wearing celeb who's no stranger to the red carpet.
Elsewhere in Aussino's introductions, the company is doing more embroidered quilts and dec pillows. The company has jumped into the pet bed business as well. In bath, Aussino is now rolling out accessories to coordinate with its show curtains.
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