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  • Jennifer Marks

Croscill Breaking New Ground

New York — Croscill is headed into the New York market with a branded premium label program, a branded contemporary line, and a new executive ready to make Croscill's design team a serious player in the private label sector.

Croscill White Label targets consumers who have a true appreciation for fine fabrics and tailoring. All duvets and pillows will be down filled. Licensing partner Down Lite will produce a top-of-the-line utility down program for the label; alternative fill partner Louisville Bedding will do the same.

The debut collection consists of 10 complete ensembles with 300-count, embroidered jacquard sheets in cotton sateen. Coordinates include four free-standing dec pillows, two silk charmeuse coverlets and two window options: silk charmeuse and silk chiffon. The extras are available in five colors that work back to each ensemble: sterling blue, gold leaf, rose quartz, antique alabaster and vintage pearl.

The White Label insignia will be woven on the reverse of all duvets. Dec pillows carry zipper closers, and some are embellished with the insignia in Swarovski crystals. Reading bolster pillows round out the assortment.

“It's not hotel-like — it's a Croscill twist,” said Julie Brady, office of the president. “White label re-establishes us as a premium brand and a design leader.”

The duvet-driven program aims at department store doors as well as the leading tier of specialty store locations. Pricing was still being worked out at press time, but Brady said, “It's not going to be stratospheric.”

White Label will be one of three brand positions in the market. The core Croscill line is the second, and the new Croscill Home/District is the third.

The District line is driven by reversible duvets and mix-and-match coordinates; six patterns come in color combinations of aqua, apple, kohl, coral, melon, blue, chocolate, ivory, taupe, linen, white and blush.

Four sheeting options in the open stock program are: solid, honeycomb, plaid and silhouette. The line has three coverlet/shame/dec pillow coordinates, two bed skirt options, and a coverlet.

“This is a departure for us,” said Brady, adding Croscill has designed a new silk-screen bag as packaging for the brand.

While the company carves out new niches under the Croscill brand, it also will move more aggressively into the private label business. Last week, the company hired industry vet Mark Azzarello to spearhead the effort. Over a decade ago, Azzarello headed up the company's Chapel Hill program, and since moved on to contract and consulting work in the industry. He will pursue private label initiatives across all product categories, Brady said.

Within the Croscill brand, the bath accessories department continues to innovate. As bathrooms have expanded in size to serve as personal oases, Croscill is broadening the scope of the category. This market offers larger decorative coordinate pieces in the accessories mix, including bowls, vases, carafes and pitchers.

“We are adding some gifty things to make the category more interesting,” said Carl LaGreca, also office of the president. “People are putting more decorative pieces in their bathrooms today.”

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