Louis Hornick And Co. Partners With Bel-Air Assoc. On Luxury Collection
| The Bel-Air Association, and Louis Hornick and Company have partnered to
develop a line of home fashions that reflect the distinctive beauty and lifestyle of
Bel-Air. Launching at the 2012 N.Y. Home Fashions Market, Sept. 10-13, 2012, the
line will include draperies, decorative pillows, duvets, bedspreads, bed covers,
decorative throws and large plush towels with coordinating bathrobes and slippers.
The product line incorporates classic imagery from the California neighborhood,
such as the famous gates, the iconic cherub logo and the Art Deco signage found
throughout the neighborhood, and uses luxury fabrics and embellishments.
The Bel-Air Association was formed in 1942 with the objective of preserving the
natural beauty of this exclusive enclave, which was founded in 1922 by Alphonzo
Bell. The neighborhood has become synonymous with Hollywood glamour and
sophistication as the actors, directors and writers relocated to the West Coast in the
1920s and 1930s to take part in the burgeoning film industry.
"We are thrilled to be in partnership with Louis Hornick and Company," says
Paulette M. DuBey, executive director, The Bel-Air Association. "They share our
vision for this brand and have developed an exceptional line of products that truly
reflects the unique history of Bel-Air."
"Our partnership with Bel-Air provides the perfect opportunity to introduce the
highest quality home fashion products," notes Louis Hornick II, chairman and ceo,
Louis Hornick and Company.
"As a four generation business soon to celebrate its 95th anniversary, we have a
deep understanding of what makes Bel-Air special," says Louis Hornick III, the
The product line will be sold at high-end national chains and boutique retail
locations beginning in spring 2013.
The licensing deal was brokered by the Los Angeles-based agency, The Name