London Luxury in Sharper Image Launch
March 23, 2009,
London Luxury has launched its new line of beneficial products under The Sharper Image license, which includes the its entry into the shower curtain and memory foam categories.
"The key to entering new product categories is that there has to be something innovative about the product interpretation," he said, noting that The Sharper Image brand now hits "more appropriate price points" than were offered in the former up-market store. The brand now is targeting mid-tier, luxury and specialty stores.
London Luxury has created four segments for The Sharper Image in bed and bath. "These are products that make life a little less 'everyday,'" said Anna Faktorovich, director of London Luxury strategic brand development.
The Green Essentials line features a coating extracted from lemon, lavender and eucalyptus essential oils. Products include comforters, pillows, mattress pads, towels, robes and bath mats.
TempTech bedding retains heat through a nano-technology infused in the fibers and also includes amino milk proteins to soften the skin. The collection includes comforters, sheets, pillows and pillow protectors.
Sports fabric shower curtains are mold-resistant and anti-bacterial, so consumers don't have to buy a separate liner. Some of the skus also have memory retention, said Faktorovich, "so you can wash them and when they come out of the dryer they won't be crinkled."
Bio-friendly memory foam mattress toppers and pillows are made with 30% plant-based materials and have a layer of beading to massage the body.
While London Luxury's focus this market was on The Sharper Image debut, it also updated its bed bug barrier line, its allergen barrier program, and showed Cupron copper technology for the first time in bath towels and tub mats. In addition, the company is working with 3M on a Thinsulate line of comforters, pillows and blankets that will offer "warmth without weight," said Faktorovich.