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Sferra sets sights on the Internet

Sferra Bros. unveiled an updated logo and plans to expand to the Internet, part of an effort to expand its branding efforts to become more of a "global presence."

"We want to bring in younger customers without scaring off the older customers," said Aaron Stewart, creative director.

The effort began a year ago when the luxury linens company moved into a 35,000-square-foot office and distribution center, according to Janet Benton, marketing manager. "We've really beefed up the infrastructure of the company," she said from the company's new Manhattan showroom at 11 E. 26th St.

New packaging will debut with January shipments, Benton said. In addition, Sferra is creating a point-of-sale brochure to expose shoppers to a broader assortment of its products. Retailers may also use the brochures as direct-marketing pieces.

The Web site will launch in December. It will serve as an informational and marketing vehicle, she said. Sferra will not sell product directly to consumers from the site. However, independent retailers will be allowed to download Sferra product from the site for their own marketing initiatives.

On the product side, Sferra Bros. plans to give more attention to the top of the bed at the New York Home Textiles Show and will build upon its recent introduction of luxury throws.

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