• Jennifer Marks

The Countess Comes to Market

Luann de Lessups launches home collection with Hua Fang USA

Town & CountryTown & Country.de Lesseps perched on the Dream Catcher bed from her bridal collection.
Hua Fang USA’s showroom will sparkle with a touch of Reality TV royalty this week as “Real Housewives of New York” star Luann de Lesseps meets with retailers to introduce her first bedding and bath line.

For design inspiration, de Lesseps culled from objects she’s picked up from her travels as well as fabrics she’s selected when renovating her city and country homes.

“I’m very hands on. This is all me,” de Lesseps told H&TT. “I want this to be authentic to who I am. It’s not just slapping on a label.”

The Hampton Toile bed, for example, was inspired by motifs from some China plates she picked up while travelling as well as the view from her home in Sag Harbor, N.Y. “We’ve mixed them together.”

The umbrella brand is called “Styled For Living.” It bows this week during the New York Home Fashions Market with three collections for spring 2017: Urban Voyager, Hampton Chic and Hopeless Romanic.

As Hua Fang owns its own vertical facilities in China, “Everything is made in-house, including the poly fill,” noted U.S. division president Michael Liu.

HamptonsHamptons Toile represents a mash-up of views from her Sag Harbor home and patterns from tableware she picked up during her travels.
This week’s presentation includes eight beds featuring transitional designs and some coordinate shower curtains. Hua Fang will expand “Styled For Living” into additional categories in the future, said Liu.

Construction for comforters in the Urban Voyager and Hampton Chic collections is 200-count sateen. All top of bed is reversible.

That changes up in Hopeless Romantic, the brand’s updated bridal collection. One bed is a woven poly/cotton jacquard with muted metallic gold bands. The other is a baroque lace on fine poly sateen that feels like silk. Neither is a by-the-book, frou-frou bridal ensemble.

“I want it to be gender neutral, to live on past the honeymoon phase,” said de Lesseps, who is preparing for her second marriage in December by renovating homes in the Hamptons and Palm Beach, Fla.

The bedding collection rounds out with quilts that can layer into the bedding ensembles and sheets in two constructions: 400-count sateen with a diamond dobby, and a 300-count sateen with embroidered crown detail on the cuff.

Bed matesBed mates. “Styled For Living” bedding includes comforter sets, sheet sets and quilts, center, which come packaged in a matching tote.

“Everything we’re showing is actual production quality,” said Sheetal Gosalia, Hua Fang USA’s director of merchandising & product development.

“Styled For Living” targets mid-tier customers and will go out as three-or four-piece comforter sets. Depending on piece count, retails will range from $129 to $149 and $179 to $199.

“Everybody should be able to afford luxury, but not everyone can,” said de Lesseps. “I want people to take the [toss] pillows and bring them to the living room. There’s a value to that.”

“Everybody should be able to afford luxury, but not everyone can,” said de Lesseps. “I want people to take the [toss] pillows and bring them to the living room. There’s a value to that.”

And de Lesseps — who also has branded lines of women’s apparel and jewelry — plans to leverage her public profile to promote the home collection in her appearances, including store events. “I’m already out there,” she said.

Hua Fang USA’s showroom is located at 33 East 33rd St., Suite 601.

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See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more... See details!