Diversity in Design
By Donna Boyle Schwartz

THREE DISTINCTIVE COLLECTIONS DEBUTING IN OCTOBER COVER THE GAMUT OF LOOKS

Three home fashion suppliers are putting a fresh face on the whole concept of lifestyle marketing by unveiling an innovative trio of designer bedding collections at the October home textiles market.

These groundbreaking new collections include the classic and comfortable designs of former supermodel Kathy Ireland, who is launching her first bedding and accessories line with Arrow Home Fashions; the minimalistic and simple luxury of British interior designer Kelly Hoppen, who is debuting her U.S. collection with Sferra Bros.; and the unpredictable and unusual stylings of Victoria and Richard Mackenzie-Childs, who are introducing their inaugural bedding line with Niki International.

Each designer represents a unique point of view targeted at a specific niche market and ultimate consumer. Here, LDB Interior Textiles takes an exclusive in-depth look at these inventive designers and their strategies for approaching the bedding market.

Victoria & Richard bring unique design perspective
to bedding with new line for Niki International

Victoria & Richard offer a lifestyle filled with whimsy.

The husband-and-wife design duo Victoria and Richard Mackenzie-Childs are translating their sometimes-quirky-yet-always-stylish design aesthetic into a new collection of bedding and accessories for supplier Niki International.

"We see a real need for individuality of expression in home, and fabric and fashion are integral to that, expressing color and spirit in a way people can afford," remarks Victoria Mackenzie-Childs. "Textiles are our first mass-produced product-we have the opportunity to create a cohesive lifestyle message."

The talented designers started out creating one-of-a-kind tabletop and gift items, later expanding with decorative home accessories and accent furniture under the Mackenzie-Childs moniker. Following a bankruptcy filing in November 2000, the couple lost the rights to their original company and brand identity, and are now re-inventing themselves under the Victoria & Richard label.

"Their perspective is unique," explains Nikhil Poddar, chief executive of Niki International, which formerly focused on supplying private label bedding and accessories. "Compared to where the rest of the industry is, they are more creative and offer a non-traditional look that we feel gives us a real point of differentiation in the industry. They have a true, independent approach."

The upscale collection will be targeted at linen specialty stores and department stores, according to Poddar. "We are focusing on luxury constructions, including linen, linen/silk combinations, and yarn-dyes," he says. "The initial roll out will focus on top-of-the-bed components; later on we will add other accessories."

Victoria notes, "We are so pleased to be able to work with Nikhil, because his company has the ability to fulfill the needs of leading retailers with a large amount of product, yet at the same time, be very quick in terms of changing designs. There is a great spirit to the company. Nikhil is open to the newest ideas and the freshest fashion."

Victoria & Richard furniture is offered by Riverwood Casuals; other Victoria & Richard licensees include Peel & Co. and AMS Imports.

Characterizing the Victoria & Richard look is rather difficult, although words like 'eclectic' and 'avant-garde' come close. "I consider us modern folk artists," Victoria says. "We got to where we are by soul and heart and love of the work. Our gift is what sets us apart-we are totally spontaneous in what we do. We don't think consciously about design, we work much more intuitively-the way a child is a child, or a puppy is a puppy. We don't really think about being designers, we just are designers."

Francel Goude, principal of Beau Ideal, which is handling all of Victoria & Richard licensing, points out, "They are unique as designers. They look at things in totally unexpected ways and design out of the box. They have always been successful at coming to market with fresh and different ideas."

In addition to Niki International, licenses include Peel & Co., offering hand-hooked wool rugs, mirrors, lighting, and occasional furniture; AMS Imports, for flat-woven llama wool rugs; and Riverwood Casuals, a manufacturer of Adirondack chairs.

"Some artists view licensing as selling their souls to the commercial world, but we see licensing as a refinement of our vision, as a way to bring our art out of the gallery and into people's homes and hands," Victoria says, adding, "I would describe our style as 'ever-volving.' We are constantly changing, constantly exploring freedom of design and color. We celebrate when we work and that spirit comes gushing through every product we design. We're just grateful that the public appreciates and embraces our creative energies."

Supermodel/designer Kathy Ireland expands her home furnishings brand
with bedding by Arrow Home Fashions

Kathy Ireland debuts her first line of bedding with Arrow Home Fashions, adding one more element to help busy mothers decorate.

Former supermodel and well-known lifestyle designer Kathy Ireland is expanding her reach in the home furnishings industry through a new licensing agreement with Arrow Home Fashions, a California supplier of bedroom ensembles, window treatments, and accessories.

The Kathy Ireland Home Collection debuts at the October home textiles market, and will eventually encompass sheets, comforters, duvet covers, soft window treatments, decorative pillows, throws, quilts, down products, bed pillows, and mattress pads.

"Our mission statement at Kathy Ireland Worldwide is to find solutions for families, especially busy moms, because that's what I am," Ireland points out. "This consumer has been underserved. As a working mother, I understand that when mom even makes it into the store, it's a heroic achievement. What we're going to do with this home collection by Arrow is to offer her products that combine fashion, quality, comfort, and value. We're going to make decorating her bedroom easy and save her time."

Rich Sperber, executive vice president for Arrow Home Fashions, says the collection brings moderate to upper moderate fashion to department and specialty stores. "The Kathy Ireland collection will be a great opportunity for our customers," he says.

The premiere collection consists of five styles of quilts and accessories centered around "The Quilts of Gee's Bend," a major museum exhibition and two companion books that highlight the incredible and unusual quilts produced from the 1920s to the 1990s by African-American women in the small town of Gee's Bend, AL.

"This is true modern folk art; every one of these quilts has a story behind it," Ireland relates. "It is like going back in time, feeling a connection with these women and their lives and their families. We have chosen to bring these quilts to market with Arrow because they understand and embrace our concepts and our mission statement."

Kathy Ireland's partnership with Arrow Home Fashions follows a number of other successful home furnishings licenses, including one of her first partners, Shaw Living, where her area rugs and carpeting are among the best-selling brands in America.

Capturing the feeling of exotic locales, Island Paradise is a complete bedroom suite from the Kathy Ireland Home Collection by Standard Furniture.

Other home licenses include Standard, which offers a full line of furniture; Pacific Coast Lighting for lighting; Martin for home office furniture and home theater walls; Next Dimension Studios for wall art; AFD Décor for decorative accessories; Alta for alternative window coverings; and Kamenstein for tabletop products. She also designs socks, sportswear, activewear, swimwear, and intimate apparel, and her family of brands includes ACafe by Chef André Carthen, which addresses cooking, food, and entertaining, as well as Jardin du Jour by landscape designer Nicholas Walker, an integrated brand devoted to outdoor living and gardening.

"We're really pleased to be working with Arrow Home Fashions," Ireland comments. "They are a wonderful company with great, talented people, and I really enjoy working with them.

"Bedding is a very important step in building the Kathy Ireland brand, which we started 11 years ago," Ireland continues. "There have been a number of people that started brands that have not succeeded. One of the things that makes us different and defines our brand is that it isn't just a celebrity endorsement. We want a brand that will endure, a brand that makes sense to our customer. What makes our brand different is that the most important driving force of our design team is our customer. She wants solutions from me, and through our Web site, she lets me know when she's happy-and when she's not."

Arrow is working with Ireland's "Style Guides," which outline the key design trends and color palettes for each home furnishings collection. "The style guides provide the brand partners with the opportunity to create synergistic design that will ultimately benefit the busy mom," remarks Monica Lowe Graves, design director for Arrow.

Ireland adds, "It's a true collaboration between our respective design teams. We're building a cohesive brand that provides a seamless look for the consumer."

Noted British interior designer Kelly Hoppen
creates a luxurious bedding collection for Sferra Bros.

Kelly Hoppen brings a cool sophistication to the U.S. bedding market.

Celebrated British interior designer Kelly Hoppen is bringing her trademark balance of simplicity and luxury to the United States retail market through a new licensing agreement with leading luxury linen supplier Sferra Bros. Ltd.

The initial collection of fine bed linens premieres this October at Bergdorf Goodman and Neiman Marcus and will be marketed exclusively to high-end department and specialty stores, according to Sferra President Paul Hooker. "We feel this collection is a natural extension of our collection and mirrors our customer base in terms of fine linens and better specialty stores," Hooker comments. "It extends the reach of Sferra, co-branded with Kelly Hoppen, as a global brand. Kelly also adds a minimalistic design element to the Sferra collection."

The first Kelly Hoppen collection includes three patterns, all in shades of white, ivory, and taupe: Bespoke, featuring detailed pleated stripes; Signature, an appliqué design of stripes and borders; and Abstract Circles, a beautifully-stitched handmade quilt. The bed linens are constructed of 406-thread-count, Italian-spun Egyptian cotton.

Hoppen, whose work has been strongly influenced by Eastern philosophies, says the color palette is based upon her 'Perfect Neutrals' concept. "I felt that this was my first collection in the States and I wanted to keep colors simple. The designs have a very tailored elegant feel, so I felt crisp white, taupe, and ivory were a good foundation to begin with.

"The way I design is so anyone with any taste, be it minimalist or uptown chic, can use my products in the home, in the way they choose to live," the designer continues. "The Bespoke collection, which features fine tailored pleats, has been inspired by the menswear tailors on London's historic Savile Row. The Appliqué collection is my signature collection, featuring banners and runners that symbolize balance and symmetry, everything that I aim to achieve when I design."

Hooker says the collection is a true collaboration between Sferra and Hoppen, noting that the designer sends Sferra her design inspiration, concepts, and color range. "We edit to what we feel will be well received in the marketplace," he explains. "Construction is a collaboration based on achieving the Kelly Hoppen aesthetic and the necessary 'functionality' that Sferra customers rely on."

The pleating of Kelly Hoppen's Bespoke collection recall men's tuxedo shirts making for a classic and crisp look.

The initial collection consists of luxury bed linens, Hooker says, but he points out that Sferra is planning to add decorative home accents, including cashmere throws and decorative pillows, in the future.
Hoppen remarks, "The Kelly Hoppen lifestyle is built up around classic basics. It is the same way one would build up a wardrobe-one always has a white t-shirt and jeans, and you can accessorize it for casual wear, office wear, etc. It's the same with our products. There will always be the timeless elements that don't date, and it's the accessories that can be changed as often as one chooses.

"My aim is to always grow and adapt," Hoppen adds. "A lot of designers get very caught up with one look. I am trying to appeal to people who want timeless style, but who are open to change and who want to have fun with the many products and stories that we design."