House Brings Customers Home

Build-A-Bed to Launch by June 15

Matthew Kalash, Michele SanFilippo, May 30, 2005

Santa Monica, Calif. — House-branded fabrics, bedding, accessories and loungewear have gained new exposure with the opening of the company's first signature boutiques in Berkeley and Santa Monica as well as recent coverage on ABC's “Extreme Makeover: Home Edition.”

The six-year-old firm that designs, manufactures and sells home products, is now adding customization with its Build-A-Bed and Build-A-Crib programs to launch online and in stores by June 15. The new programs enable customers to choose from 40-plus fabrics, mix and match patterns, and select different finishing options to design their own looks. Styles are plentiful, allowing customers to trade up or down on various adult and infant looks, according to the company.

House is also introducing a solid bedding line on 350-count Pima cotton with satin embellishments for top-of-bed and sheets. The new program will be available in stores mid-July in tones of sky, rose, celadon and ivory.

“We wanted to have concept stores to show our brand and also let people interact with the design,” explained House founder and designer Annette Tatum. She continued, “People are more flexible and sophisticated now. They are really smart about decorating and know color, design and thread counts.”

House currently offers 20 adult bedding prints and about 25 baby patterns. The collection has grown from bedding and loungewear to accessories, fabric by the yard, baby bedding, table linens, window panels and shower curtains targeting women 25 to 45 years of age.

“We want to be able to differentiate ourselves and help our customers online by enabling them to research,” said Tatum. “We are about fashion-forward designs and try to be edgier with a contemporary palette.”

The brand is about clean, colorful designs and fabrics that work together in unexpected ways. Its broad spectrum of vintage, traditional and contemporary looks are meant to mix and match in terms of patterns, prints and textures such as satin, linen and chenille.

Tatum said she wants House to be a brand that people can come to for comfort and great design. “We have to offer unique experiences to customers because (our products) come into their homes,” she said, adding, “We are trying to make (the process) much more personal and want people to have fun with the looks.”

The House collection is sold by more than 700 independent retailers and upscale boutiques in the United States, United Kingdom, Australia and Singapore. In the United States, a queen duvet retails for $250, a crib bumper for $165, and crib sheets or a standard pillow are $70. Some of the U.S. retailers include ABC Carpet & Home in New York, Room Service in Dallas, and Bellini in Houston, as well as locations throughout California.

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