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WestPoint plans to razzle-dazzle 'em

New York -- WestPoint Home will overhaul its showroom for the upcoming August market with an eye to injecting some "showmanship" in the event.

"You can’t change the business, but you can focus it," said Albert Sardelli, who two months ago joined the company as senior vp of design. "A market is a grand form of a calling card. It gives you an opportunity to put yourself in front of customers in your best way."

This market, WestPoint will emphasize fashion content and point of view, he said. It will also talk the wraps off its new licensed bed and bath collection for fashion designer Betsey Johnson.

"We’re taking a point of view," Sardelli added. "We’re going to have some conviction and put a palette out there and some beds that have been very thoughtfully designed."

During August market, the company will also celebrate its first anniversary as WestPoint Home. The name was changed after WestPoint Stevens’ assets were acquired by American Real Estate Partners.

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