Hudson's Bay adds Waverly decor

Hudson's Bay Company is launching a new home merchandising program across its three retail divisions with Waverly, beginning this spring and continuing through the remainder of the year.

The program will be seen in Zellers, Home Outfitters and The Bay, according to a statement that was issued jointly by Waverly and Hudson's Bay.

Waverly has created an exclusive collection for Zellers, Hudson's Bay Company's mass market division, rolling out through the remainder of this spring. Marketed under the name Waverly decor, it consists of coordinated bedding, bath, window, dec pillows, slipcovers, table linens and kitchen products.

"We are pleased to offer our customers a cross merchandised assortment of Waverly product that adds to our overall private brand assortments," said Bruce Dinan, senior vp merchandising, Hudson's Bay Company. "Waverly is a well-established brand with an excellent reputation for quality, and we are excited to introduce Waverly decor exclusively to Zellers. Our relationship will allow us to continue to offer Canadians a unique and differentiated shopping experience.

Home Outfitters and The Bay will launch their respective programs by this fall.

"Hudson's Bay Company offers us the ability to develop and market products to three distinct consumer segments in the Canadian market," offered Dale Williams, president of Waverly Lifestyle Group, a division of F. Schumacher & Co. The Bay, Home Outfitters and Zellers reach different segments of the Canadian population, enabling Waverly to offer the complete decorating look to all channels."

"Our mission is to be a complete decorating resource for the consumer," said Carolyn D'Angelo, vp, marketing and licensing, Waverly Lifestyle Group.

Waverly has been pursuing a market expansion strategy that has resulted in it licensing its designs and brand name to more than 20 manufacturers of home furnishing and related products.

Hudson's Bay Company, founded in 1670, is Canada's oldest company and largest department store retailer.

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