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Waverly adds lifestyle diversity to brand

Courtney Mueller, Michele SanFilippo -- Home Textiles Today, October 20, 2003

Waverly has grown its American Residences program for spring with three bedding collections — Nantucket, Saratoga and Garden District— that pay homage to New England island living, upstate New York's equestrian traditions and New Orleans.

"We have three very diverse new looks that perhaps really stretch the traditional feel of Waverly as a print house," said Waverly president Dale Williams. "It's such a departure for us to have such diversity of lifestyle within the Waverly brand," he added, referring to the nautical country cottage look of Nantucket, the American/French colonial plantation appeal of Garden District and the masculine country club colors of Saratoga. These collections will also include fabrics, wallpaper, window treatments, decorative pillows, shams and bed skirts. Wherever new patterns allow, Waverly will also feature needlepoint decorative pillows to coordinate back to beds.

The Nantucket collection debuts an innovative printing technique on a woven base cloth that is a first for Waverly. Harbor House Garden, the lead pattern from a 19th-century French document print and its coordinate, Seaside Rose, with its trailing floral vines, are printed on a yarn-dyed gingham with diminutive checks that peek through the petals. Both come in crimson, chambray and sage. Scalloped edges add New England charm to the shams, comforter and bed skirt, while stitched button effects also appear on the comforter.

"We have borrowed from the colors and patterns at home in [sea] captains' houses or fishing village cottages, as well as from the scenery on bike [trails]…or strolls along Nantucket footpaths and beaches," said Pamela Maffei-Toolan, vp and design director for the Waverly Lifestyle Group.

The Garden District collection reflects the multicultural and horticultural influences New Orleans has had on home décor. Its prints are reminiscent of intricate wrought-iron gates, Louisiana gardens and formal textiles found in plantation homes along the banks of the mighty Mississippi. The collection also boasts a trilogy of patterns with fresh transitional motifs that feature a contemporary Cajun accent.

The lead pattern, Vieux Carre, offers graceful jacquard acanthus scrolls that echo printed ones. The pattern mimics the look of an iron gate with a profusion of roses, peonies and dogwood winding around it. Vieux Carre and its coordinate, Mardi Gras Vine, are printed on capulet and come in champagne, French blue, chiffon and Spanish moss colorways. Mardi Gras Vine features little floral tendrils and diminutive scrollwork. Capulet Stripe, which has varying bands of simulated stitching, is another coordinate.

Another pattern, Rue D'Orleans, is printed on Corinthian Scroll, a dressy jacquard base cloth of cotton viscose with luster, a soft hand and slub feel, and features a collage of pansies and roses on a background that simulates handmade rice paper. Waverly has added blocks of calligraphy accents reminiscent of antique calling cards from Victorian homes. Behind the script's flecks of metallic gold is a moss or stone-like background. Lafayette Square and Ragtime Strie coordinates complete the look. Lafayette Square's rose pansy and daisy heads mixed with a leaf toss are also printed on Corinthian Scroll with metallic gold accents. Ragtime Strie's chalk-like bands have a textured background printed on cotton duck.

The Saratoga collection features tailored patterns in rich jewel tones for a Town & Country lifestyle inspired by the region's world-class horse racing, hunting and golf. Carriage House Rose, a large-scale Jacobean Tree of Life motif on Corinthian Scroll with a velvet trim, is the collection's statement print. Like its companion, Club House Vine, a mid-scale pattern that picks up floral elements of the main print, comes in parchment, midnight, crimson and spice. Saratoga's Paddock Shawl paisley print on a brushed cotton twill features a detailed motif with a graceful scroll that has button details, trims and cording with a button closure bed skirt. Clifton Knolls, its coordinate in spice and jewel colorways, features a larger scale than Paddock Shawl and is more regimented with gothic shaped elements. Another coordinate is Grand Stand, a delicate fretwork pattern, in crimson, midnight, black and olive with a lustrous background.

In window, Waverly's elegant French door fabric panel shades have been updated with buttons, tassels and a pointed vassal in the center. They are available in Rue D'Orleans and Harbor House Garden, which has candle wicking and a gingham trim. Patterns for window have a variety of colorways. Carriage House Rose and its Wynfield Manor coordinate come in eight colorways, for instance. Rue D'Orleans also comes as a panel with tie-top pears that pick up the coordinate and as a second roll-up shade. Vieux Carre comes in Spanish moss, French blue and champagne colorways.

In closing, Williams said the company's strong point has always been the renewability of its fabrics and patterns. "Our relationship with consumers is really as a decorating source or type of interior design firm," he said. Waverly introduces about 400 fabric skus each year, is in 22 different product categories and has 50-plus licensees. "We are also a multi-channel brand with programs in all retail outlets as well as with a network of 500-plus independent retailers we work with on a regular basis."

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