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Cannon Ready For Publicity Smash

Brand Re-invented Yet Again to National Audience

New York — In its new iteration, the Cannon brand is being presented as an authentic authority for the home and will be backed by a national consumer ad campaign slated to break in the first quarter of 2006.

“It's not about buying another ad,” said Norman Schwartz, Li & Fung's director of marketing and brand development. “It's about helping people appreciate what these brands (Cannon and Royal Velvet) are. Everyone's got 'a brand,' but they're really just labels.”

Licensees of the brand — which is owned by the consortium Official Pillowtex LLC — will debut the line later this week during the New York Home Textiles Market in a 5,000-square-foot loft space at 122 W. 26th St., between 6th and 7th Avenues. They include Li & Fung for bedding, bath, kitchen and tabletop; Maples for bath rugs; Pacific Coast Feather for pillows, pads and natural fiber products; and Faribault for blankets.

New product designs and better quality towels and bath mats for Royal Velvet will also be shown at the space.

In sheets and towels, Cannon is offering two classes of product: Cannon Milestone, which is opening price point; and Cannon Landmark in the “better” slot.

Milestone combed cotton bath towels will be priced at $4.99. The 14.5-lb. towel will be available in 15 colors. The Landmark towel will retail at $6.99. The 16-lb. towel is made of a 2-ply/1-ply construction and will be available in 18 colors. Both measure 30-by-50 and will carry a sewn-in Cannon label.

Cannon is also resurrecting Santa Cruz, once the king of sheered towels. The 11-lb., 27-by-50 towel features the brand's original jacquard border design. Suggested retail is $4.99. It will be available in eight colors.

Each Cannon towel program has a matching grade of bath rug from Maples Industries, as does each quality level of Royal Velvet.

In solid color sheets, Cannon Milestone is a 220-count construction made of 60/40 cotton/poly with a double-needle lock-stitch on the sleeve. Queen sets will retail at $39.99. Cannon Landmark is a 250-count cotton with hemstitching that will retail at $44.99 for a queen set. Cannon also will preview a flannel and a jersey for the February 2006 Mini-market.

Cannon will present a 420-count jacquard stripe sheet at one price for a full, queen or king set. Pricing, which was still being worked out last week, will come in at $49.99 or $59.99.

In printed fashion bedding, the approach is to show a variety of design lifestyles in seven beds. The range encompasses modern minimalist, an engineered look, British Colonial paisley, vintage, traditional master bedroom and feminine designs, with a strong emphasis on florals.

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