Croscill Creates New Classics

Gary Evans, Carole Sloan, September 29, 2008

New York —Croscill is moving beyond its natural story in cotton, Croscill Cotton, into two additional natural fiber stories — Croscill Silk and Croscill Linen.

Additionally, the company is broadening the reach of its Croscill White Label program to the luxury market with fabrics designed and woven in Italy.

Seven new beds are featured in Croscill White Label at price points from $399 to $799 for the queen. The two top-of-the-line styles that debuted at market are Ivory Coast, an elegant damask, and Milano, a cut velvet, both woven in Italy. Others include Eternity, a damask on a moiré base cloth embellished with Swarovski crystals; and Lorraine, a floral jacquard.

White Label also is layering on two free-standing solid color sheet programs, Luxe and Legacy.

A freestanding quilt program that embraces designs from contemporary to traditional classic motifs at retails from $99 to $149 was also new for the company.

In the core bedding line, Croscill Home, prints are a significant feature for the spring season, explained Michelle LaRovere, vp merchandising and product manager, bedding. The print styles range from Iris, an embossed print with organza embellishments on the shams and bedskirts; to Garden Party, a floral on a white pin dot ground; and Hibiscus, a fresh, lively colored print in pinks and greens, as well as gold and blue — each with a plaid bedskirt and shams.

Other introductions in Croscill Home included wovens such as Casa Blanca, a paisley in rose and gold; Flint, a gold and gray stripe; and Nottingham, a paisley heat transfer print on a matelasse.

Price points for the range are $199 to $249 for the queen, with $249 “our sweet spot,” according to Carl Lagreca, president.

Croscill Cotton adds five styles including Aqua Mist, a soft green jacquard paired with Plaza stripe; Jackson, an end-on-end color block design; and Westport, a white duvet with pintuck embellishments. The duvet covers are $99 to $149 for the queen.

Linen, a trend from this month's Maison & Objet in Paris, according to Lagreca, is the basis of Croscill Linen which features Connelly, a striped cotton/linen blend that layers on coverlets and throws as well as the duvets. Sussex adds a Lurex accent to the linen base.

In Croscill Silk, a solid color silk/cotton blend in five colors and three washable prints is highlighted at $199 and $229 respectively for the queen.

In other bedding launches, the company's collection designed for younger consumers with a group of “fun prints” has been renamed to fall under the Croscill Home label, as opposed to the District nomenclature, part of the company's goal of streamlining its brand labeling, Lagreca explained.

Regional looks, from lodge to coastal to contemporary, are highlighted in a range that is $249 for the queen.

In bath, Janna Ugone, a designer of handmade lighting as well as tabletop, is making her debut. Windflower and Trees reflect her interest in botanical themes, Lagreca said.

Natural materials, including bamboo, coconut, water lily and shredded tree branches are the basic materials for new bath accessories that reflect new approaches to design, Lagreca said.

Brazil, a major bath collection, reflects a British Colonial theme, with coordinates in the bedding line.

In the window area, the company is moving to more casual, tailored looks. It also has a patent pending on a new top treatment, Lagreca said.

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