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Maxim goes soft

NEW YORK — Maxim, the racy men's lifestyle magazine that migrated to the U.S. from Britain a few years ago, is launching a lifestyle line of home textiles next month under the brand Maxim Living.

The collection will debut at Foley's and Filene's with comforter sets, duvet sets, bath mats, bath accessories and shower rugs. Comforter sets, which include shams and a bed skirt, will retail between $200 to $300, depending upon construction.

Bath towels and beach introductions will follow up the effort, according to Barry Pincus, brand development director for Dennis Publishing, parent of Maxim magazine as well as Stuff and Blender.

The home textiles line will be produced under license by Pem-America.

"This is a customer that hasn't traditionally been marketed to (in home.) Our guys trust us," Pincus said.

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