Market reveals PHI's total home bent
April 28, 2003,
PHI is leveraging its overseas production facilities to expand beyond its core quilt programs and is moving into classification businesses ultimately aimed to position the former Peking Handicrafts Company as more of a total home resource.
Although the company has previously done some soft window treatments as coordinates to its bedding, it will launch more aggressively into the category with a freestanding line at the October market, said coo Mark Grand.
Also new is PHI's move into decorative pillows as a classification business, keying off the company's reputation as a supplier of hand-crafted goods, Grand told HTT. At the spring market, the supplier showed a broad assortment of offerings in constructions including needlepoint, silk, linen, velvet, micro suede and macrame. Many of the offerings featured embellishments.
The line launched with pillows in three core sizes — 18" x 18", 16" x 16" and 12" x 16". Retail price points range from $14.99 to $24.99, although the emphasis will be on $19.99 retails, he said.
Going forward, PHI also intends to expand its hand-painted glassware business from the gift shop channel to the department store and specialty store arena. The company will offer three-piece sets at price points around $19.99. Components available for sets include lotion pumps, tumblers, jars, toothbrush holders and bud vases. Set packages will be customized according to customer, Leonard said.
"We're also going to add hand-painted wood tank trays," she said.
Finally, the October market will bring the debut of the Debbie Mumm license announced earlier this year. Aimed at the department and specialty store channels, the country lifestyle line will include quilts, bedding accessories and throws as well as needlepoint decorative pillows, rugs, lamp shades, chair pads and coasters.