London Luxury in Sharper Image launch
Jennifer Marks -- Home Textiles Today, March 9, 2009
At the New York Market – London Luxury this week launches its new line of beneficial products under The Sharper Image license, which includes the company’s entry into the shower curtain and memory foam categories.
The Sharper Image brand – once a 192-store chain offering innovative gadgets – was reconstituted last year under new ownership by Hilco and Gordon Brothers, who bought the intellectual property rights out of bankruptcy.
“We are currently working with a host of partners, and we’ve identified over 250 categories for the brand,” said Federico de Bellegarde, vp licensing and an 18-year veteran of the original company.
The key to entering new product categories is that there has to be something innovative about the product interpretation, he said, noting The Sharper Image brand now hits “more appropriate price points” than were offered in the former up-market store.
Specifically, the brand 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.
New 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 is on The Sharper Image debut, it is also expanding its bed bug barrier line, its allergen barrier program, and is showing 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.
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