Pacific Coast Home to launch Austin Horn "In Vogue"
Retail Editor 2 -- Home Textiles Today, March 12, 2013
City of Commerce, Calif. - Building on the introduction of the "Austin Horn Classics" brand last year, Pacific Coast Home Furnishings, is introducing a new sub-brand to the Austin Horn collection during New York Home Fashions Market.
Austin Horn "In Vogue" will be the new brand covering four areas: casual classics, better fashion for today, runway fashion, and "what is going on now." The aim is to make it easier to identify each lifestyle category.
The legacy Austin Horn Collection is known for opulent looks with heavy embellishments.
"I have always believed that there is an intimacy to something that is custom made by hand. There is that difference you feel and not just see," said Sam Samani, chief merchandising officer for Pacific Coast Home Furnishings, parent company for Austin Horn Brand.
All Austin Horn Collection, Austin Horn Classics, & Austin Horn "In Vogue" products will continue to be made domestically in California.
With improved economy, increase in the confidence and buying power of retailers, and increased costs of production in countries such as China, "the field is getting more and more exciting for domestic manufacturing," said Samani. "We will be producing more and more in the U.S. and rely on overseas less if not needed."
He credited PCHF president Perry Banafsh for not giving up domestic manufacturing In the U.S. during the globalization of economy in the last 10 years, along with the brand marketing strategies of Rich Rae, senior vp of marketing & sales.
Austin Horn "In Vogue" will also include the bath area, both in soft and hard bath. Toni Green continues to design products for all PCHF brands, which also includes Sherry Kline.
PCHF is introducing nine new Austin Horn brand bedding products and nine Sherry Kline brand everyday and novelty products during market week for the fall 2013 retail season.
In bath and bath accessories, the company will debut 50 new styles/colors, with some 50% of offered as full bath coordinates to new bedding designs.
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