Himatsinka America on the move: Divatex relocates, DWI branches out
HTT Staff -- Home & Textiles Today, 9/16/2013 1:31:48 PM
New York - Himatsinka America, the parent company of private label and proprietary bedding specialist Divatex and upmarket brand house DWI, has a lot on its plate, including a new showroom, brand extensions and a new consolidated distribution center.
Divatex has relocated to 261 Fifth Ave. on the 5th floor, now in the same building as DWI, which is on the 14th floor. In another significant shift for Divatex, one of the leading suppliers of sheets in the industry, is aiming to take a more significant role in fashion bedding - albeit sticking to its posture as a developer of retail-owned brands.
"We're really starting to up our game," said David Greenstein, ceo of the U.S. operation.
DWI is also expanding its brief and has become the master licensee for Barbara Barry soft home, having produced fashion bedding for the interior and commercial's brand since 2006. At the upcoming New York Home Fashions Market, DWI will debut Barbara Barry bath, to be following during the spring 2014 market with the introduction of the brand in stand-alone sheet sets.
In addition, DWI has licensed with Springs to produce Barbara Barry utility bedding.
"Where we can't play a role as a vendor, we will be finding suitable sub-contractors for the brand," said Greenstein.
Calvin Klein Home, also produced by DWI, "continues to be very strong brand for us," he said. "As far as the top line is concerned, the brand continues to grow."
In spring 2014, DWI will launch Beekman 1802, keying off the Upstate New York partnership that has grown into a television program, merchandise operations and tourism business. The design direction will be traditional with a modern twist.
"The license goes beyond bedding," said Greenstein. "It's going to be very exciting."
In the immediate term, Himatsinka America earlier this month opened a 277,000-square-foot distribution center in Spartanburg, S.C. that will handle both Divatex and DWI deliveries.
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