Editor's View - October 2013

What Can Come From Almost Anywhere
& Mean Business?

By Wanda Jankowski, Editor-in-Chief

The answer is brands! What was remarkable about the Sept. 2013 N.Y. Home Fashions Market was not only the quantity of new licensed lines, but the broad range of sources from which they were generated. Here are a few highlights:

  • Singer/entertainer and apparel fashion maven, Jessica Simpson, in partnership with Camuto Group, expands her reach into home with a licensed line produced by Peking Handicraft Inc. “Where does the Jessica Simpson apparel customer go when she wants home goods? Now we have a solution that’s consistent with other Simpson product categories,” explains Peking’s Carol Antone, vice-president of creative services. A soft introduction included decorative pillows and five bedding designs (shown at right) with Bohemian, global-inspired and floral prints, and textured ruffled treatment. The collection will also include blankets, sheet sets and basic bedding.
    • Tim Gunn, mentor on the “Project Runway” and “Tim Gunn’s Guide To Style” tv shows, is applying his fashion sense to home goods via a partnership with InDecor Home Design, a division of Bentex Group, Inc., which is the master licensee in the U.S. and Canada. The affordably priced Tim Gunn Home Collection will include bedding, bath, window and pet categories with options in varied styles and constructions.
  • Sinomax USA has added the HoMedics brand to its offerings. The HoMedics Memory Foam line features choices for consumers seeking muscular therapy and added body support. Sinomax will engage HoMedic’s expertise particularly in the motorized massage product arena for bedding and travel options.
  • Keeco has partnered with The New York Botanical Garden to develop quilts, duvets and comforter sets with coordinating decorative pillows, and bath products. The N.Y. Botanical Garden, a National Historic Landmark, features 50 gardens and plant collections, and the LuEsther T. Mertz Library for botany and horticulture.
  • Bacova launched Nouveau Chic and Beautifully Illuminated bath collections based on fine artist Shell Rummel’s watercolor and ink designs. Ivy Hill Home presented coordinating Rummel bedding collections with an added Serendipity design.
  • Reality show “Duck Dynasty” is the second most-watched original cable tv series. It’s no wonder that the Robertson family, the show’s focus, has a merchandise empire with licenses numbering well into the double digits. Town & Country Living presented the latest offerings in “Duck Dynasty” kitchen and dining goods (shown left).

For more on the state of branding, see our exclusive State of the Industry report called “Exploring Life ‘After’ [The Great Recession].


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