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Veratex introductions take a new tack

Marvin Lazaro, Staff Staff -- Home Textiles Today, October 22, 2001

Panorama City, CA — Veratex kept its new introductions for the fall market under wraps until the last minute, and when it opened the doors to its New York showroom last week, it was clear why.

Along with Veratex's well-known Old World opulence, there were clean, contemporary takes on luxury as well as the debut of a solid-color sheeting program and the expansion of bath accessories. The cut-and-sew operator even introduced top-of-bed products fully made in the United States and embellished at Veratex using needlework equipment acquired from Italy.

"The Old World look, everybody is doing it," Avi Cohen, president, told HTT. "We had to move forward. People are expecting us to do Old World, so we said to ourselves, We must think of something new."

The company also revealed new packaging and a subtly changed logo. The new packaging features navy and gold signage and the dove logo in a different font. Also new is a pocket on top of the package, which will contain the dust ruffle and sham.

Remaining faithful to its design style but at the same time forging in a different design direction, Veratex unveiled several beds with simplistic designs on their face, but with the same attention to detail that has become a signature look.

Most notable among the new looks was Stripe Medallion bed, which is part of Veratex's 10-year Anniversary collection. Done on a white 250-count ground with three stripes running the length of the comforter face and adorning virtually all of the top-of-bed accessories, the ensemble is reminiscent of a luxury spa or five-star hotel.

The Anniversary sheet program, done in a 350-count cotton sateen jacquard, is offered in seven pastel colors as well as a limited top-of-bed program. Details again come to the forefront in the form of a hem-stitched duvet cover with mother-of-pearl buttons.

Unique packaging helps distinguish the line. Done in wine bottle coloring to evoke images of a classic collectible, a brief history of Veratex is written on the back.

Also among the new looks and the fruit of a new machinery purchase made by the company several months ago were Kismet, Bouquet, Confetti, Caroline and Larkspur. Each featured an intricate and embellished 3-D embroidery in a variety of patterns and yarn constructions.

Rounding out the new direction in style were Bouquet and Floral Vine, each with incredibly detailed embroidered flowers in bright, vibrant colors, which at first look resembled a print, as well as Flagstaff, which featured a Southwestern-flavored print.

But Veratex did remain faithful to those who continue to look for the opulent and lavish ensembles that helped make the company into a prominent luxury bedding manufacturer. Fleuroste, Corsica, Fortuny, Acanthus, Rhapsody, Sterling Rose, Avignon, Rosewood and Catherine are new. In addition to the sumptuous designs featured throughout these ensembles, each also featured to varying degrees an increased array of pillows, which, as Dale Talbert, vp, sales, said, help to drive up the sales numbers at the retail level.

Rapidly emerging as a part of Veratex's business are its bathroom and free-standing window lines. According to Talbert, the bath represented only 3 to 4 percent of the company's sales; but the number is growing, and retailers have been gradually looking for more. In addition to the breadth of bath accessories, which ranged from bamboo to brushed metal to stone constructions, shower curtains also played a major part, with sheer to embroidered and jacquard looks as well as many others.

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