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VHC Brands adds contemporary top-of-bed collections

New collections signal diversification of Ashton Willow line

Capri is one of five new top-of-bed sets in VHC Brands' Ashton Willow line.
Branson, Mo.--VHC Brands is adding several contemporary bedding ensembles and quilts for the summer 2014 season, which the company said it is positioning as a sneak peak of 2015 plans.

“We’ve tested and previewed these and similar products to our buyers purchasing custom programs from us, and the response has been extremely positive,” said Ken Kline, CEO of VHC Brands . “The next logical step is adding collections to our very popular open stock/Drop Ship capability as we push into these looks for buyers on a nationwide level.”

The summer launch includes five sets: Claire, Marci, Paloma, Meridian and Capri. The designs are available as a king or queen set with a suggested queen set retail price of $119.95.

The new contemporary sets are part of VHC Brands’ Ashton Willow bedding line, launched in 2013. Beginning with the summer and fall 2014 collections, the company plans to diversify Ashton Willow into contemporary, transitional and coastal styles while also maintaining traditional looks.

The new bedding ensembles include four sizes of quilts, two to five sizes of pillows and two sizes of shams. Many collections also include coordinating throws, window treatment and rugs.

“Focusing on subcategories of buyer within the AW brand allows us to satisfy broader consumer demand while maintaining the price-awareness and quality AW was created for,” Kline said.

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