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Avonhome Moving Into Bath, Beach

Braintree, Mass. — Through its newly forged partnership with the Max & Lucy license, table lines and kitchen textiles supplier Avonhome is entering the bath and beach categories for the first time.

The initial collection, which will include kitchen textiles, table linens, bath coordinates and beach towels, is set to launch in April during the New York Home Textiles Market.

Decorative pillows will also be added to the line later this year. All products will be imported.

“The license gives us an opportunity to enter several new categories with a tried brand that is currently generating excitement on the retail shelf,” said Chris Mooney, executive vice president, sales and merchandising, Avonhome. “We're going to approach these new categories with the same open mind that we've had with new categories in the past.”

As an example, Mooney said Avonhome is working with a graphic designer to come up with bath accessory shapes. “No preconceived notions here,” he said. “Our aim is to work with an individual substantial retailer to partner in creating the launch and provide lead-time exclusivity in these categories for that retailer.”

He added that the volume of artwork available from Max & Lucy — a contemporary art-based brand — to create Avonhome's line is “so extensive” that it allows for retailers to request exclusive patterns in any of the product categories.

Max & Lucy's previous licensee for these categories was Barth and Dreyfuss of California, which last month shut its doors and began liquidating.

“Avonhome is a good fit for us,” said Russ Haan, creative director, Max & Lucy. “They enthusiastically embrace the Max & Lucy brand, and we feel that their collaborative creative approach will enhance every aspect of our products.”

Added John Leonhardt, president, Panic Entertainment Groupe, which brokered the agreement: “They seem like they're fun at a party!”

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