Ellery acquires Extreme Linen
February 8, 2017,
New York – Ellery Homestyle today announced the acquisition of Extreme Linen, saying the pair will be showing a unified front at next month’s New York Home Fashions Market from Ellery’s showroom at 295 Fifth Ave.
Ellery’s strengths are in ready-made window and top of bed – especially print – with a robust infrastructure for servicing online and omnichannel. Extreme Linen is a designer, manufacturer and distributor of fashion bedding with a particular expertise in jacquards as well as sheets and decorative pillows.
“Together, we have created a bedding business with complementary skills and talents to provide a portfolio of licensed, proprietary, and store brands of significant dimension across all channels, both in-store and on-site,” said Rovit. “Combined with our dominant soft window business, this acquisition accelerates Ellery’s mission to be a leading soft home enterprise of scope and scale.”
Extreme Linen president Yigal Barmucha, who founded the company in 2003, joins Ellery as chief merchandising officer of bedding and is bringing his team along with him. Bedding merchanisers for both Ellery and Extreme Linen will report to him.
“This is a partnership of tremendous resources,” said Barmucha. “We are very excited to join forces with the Ellery team and maximize numerous opportunities together across customers, channels, brands and aesthetics.”
Extreme Linens has deep roots in private label business. While Ellery also does private label, it manufactures and distributes under a portfolio of proprietary brands (Eclipse, Sundown by Eclipse, Boho Boutique, Solar Shield and Vue) and licensed brands (Beautyrest/Simmons, Waverly, Arm & Hammer, Blissliving Home, Historic Charleston).
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