Biederlack fuels fashion blankets
March 18, 2009,
Constructions include jacquard fashion techniques such as Emilia, left, and Modena, right
New York – For the first time in many years, Biederlack was back in the New York market with goods produced in its German factory and an eye toward carving out a space for fashion blankets in the better end of retail.
The new European collection represents the other end of the spectrum. The emphasis on fashion orients the blankets more toward the master bedroom, living room and great room. The line targets better moderate and up, with retails running from $40 to $80, depending upon the size and construction of the blanket.
“We’re definitely not out there to compete with the Chinese guys,” said export staffer Oliver Kabisch, export. “We’ve really taken this product upstairs in design and quality.”
Constructions include jacquards woven with 180 picks for a dense, velvety hand as well as combinations in a variety of fibers, including organic cotton. One textural line is constructed with cotton on one side of the blanket, wool on the other. Biederlack also uses effect yarns such as lurex in some of its designs.
Although home departments have been struggling for several quarters, Biederlack export director Bill Koch told HTT the company was convinced it was time to move, after a trip to the U.S. to survey the retail landscape. “After we saw the poor condition of the blanket department, we said: ‘Let’s give it a lift.’”
Merchandise is expected to begin drop-shipping from the Cumberland distribution center next month, said Koch.
Related Content By Author
1200 Suppliers are Ready for You at Intertextile Shanghai
Home & Textiles Today eDaily
Most Viewed Articles
See the August 2017 issue of Home & Textiles Today. In this issue, we look at the Top 50 Retailing Giants Report, plus Manufacturing: Made in the USA gaining ground; International: Portugal ramping up exports; New products: NY Now home textiles introductions; Outlook: Commentary from H&TT's editors; and Planning: Trade show calendar.