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  • Cecile Corral

Allure Goes Opulent

Boonton, N.J. — Allure Home Creation Co. is moving into more opulent looks this market via its license partnership with designer Raymond Waites.

After both parties inked a partnership this past spring, Allure is now ready to bring Waites' classic looks as well as some more recent contemporary urban designs to its bath coordinate, bath towel and soft window categories, said Gabrielle Colquitt, vice president, design and marketing.

“Raymond Waites is known for his beautiful, Old World look, which complements our look,” Colquitt said. “It's a master bath look, and this new line is a nice expansion to our master bath look.”

The bath coordinate program comprises nine design themes that tie back to existing Waites bedding collections. They are:

  • Del Ray, a tropical look that includes a jacquard woven shower curtain and accessories made of resin and wicker;

  • Marie, a damask floral pattern with a woven jacquard shower curtain dressed with lace and velvet trims, and ceramic accessories;

  • Hibiscus, a single-stem oversized hibiscus pattern on a screen printed shower curtain and ceramic accessories;

  • Orchid, an orchid print on a cotton-sateen shower curtain, coordinating with ceramic accessories;

  • Charlemagne, white-on-white cotton quilted shower curtains that match with white ceramic accessories featuring latticework-like design details;

  • Summer Palace, an all-over embroidered faux silk shower curtain and resin accessories;

  • Hampton Stripe, a multicolored stripe on a cotton sateen shower curtain and resin accessories;

  • Summer Weekend, a contemporary dot-and-stripe print on a cotton-sateen shower curtain and ceramic accessories; and

  • Juliet, a printed floral-and-stripe shower curtain and ceramic accessories.

Each of these groups also coordinates with cotton bath towel ensembles and rugs.

On a related note, Allure is also showing free-standing bath towel ensembles under the Waites brand. There are two groups, both of them solid colored. Classic, a traditional Waites look, includes loop-terry towels in 12 colors.

Weekend, a casual style, comprises sculpted terry towels is seven colors.

Both groups coordinate with decorative, multicolored jacquards towels that tie back to both collections' palettes.

The designs used in Allure's Waites soft window program are all free-standing, independent of other product categories.

The 12 styles created for this market are mainly panels with rings. But it does include some crescent valances, beaded valances and tab tops.

Fabrications include jacquard, velvet, faux silk and embroidered looks, borrowing from both traditional as well as new urban Waites designs.

Some of the highlights include: Victoria, a combination faux silk/velvet story; Sheer Stripe, a cotton semi-sheer white-on-white stripe detailed with solid grosgrain ribbon; Beaded Silk, pleated and beaded faux silk panels; and Grommets, a tab top with grommets on the body of the panels.

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