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Richloom sets Liz fabric store line

By Carole Sloan -- Furniture Today, March 14, 2004

New York — New York— As it supplies exclusive fabrics in furniture to Lexington's upcoming Liz Claiborne Home Collection, Richloom also is launching a version of the licensed line in fabric stores.

American Pacific, meanwhile, has bed and bath textile products and Carpet One has carpet for Liz Claiborne Home.

Consumer research by Liz Claiborne is playing a key role in product design, and there will be an extensive marketing campaign for the home line.

Richloom's retail fabric introduction, at JoAnn Stores, will have about 100 SKUs in four themes, according to Barbara Costas, design director for the Richloom collection. They are Paradise, "a tropical that is pretty, not retro;" Veranda, "a floral mood with modern sensibility," Warm Receptions, which focuses on denim looks in a country casual mood; and Memories, "a pretty, vintage, feminine look."

Important colors are paprika, curry, grenadine, lavender, chambray blue, yellow greens, kiwi, plantain and papaya.

Lexington plans three different themes for its furniture — formal-leaning Homecoming Sunday and the more casual Family Days and Friends and Neighbors.

Virginia Bremer, licensing director, home for Liz Claiborne, said the company used surveys and focus groups to learn what consumers wanted in home furnishings.

"They did not want formal, they didn't want products that were heavy in color, not documentaries and not minimalist," Bremer said. "Customers want natural fiber looks, an overall casual theme, a flattering, feminine influence."

Bremer said Liz Claiborne will be involved in all aspects of marketing, including the Lexington furniture advertising.

"For us it is important to have consistency (across the brand). You lose that, you lose everything," she said. Liz Claiborne also will have a say in distribution of the furniture, she said: "We are looking at regional furniture chains and small decorating accounts to be the main retailers."

Jim Richman, president of Richloom, said the Liz collection should become "a significant percentage" of the company's business.

The fabrics include prints on several cotton base cloths and a cotton matelasse; sheers, mostly polyester but one embroidered cotton; yarn dyes; piece dyes; and jacquards. Wovens represent about 75% of the collection. In fabric stores, price points will range from $3.95 to $10.

Bremer said advertising will include a 32-page custom-published magazine from Lexington on the furniture, and a 2005 collaborative Liz Claiborne Home ad campaign featuring all licensees.

American Pacific will show its bedding in the Lexington showroom during the High Point furniture market in April, with an eye toward sales by furniture retailers. "We will see what happens — how the furniture dealers react to it," Bremer said.

Looking ahead, Bremer expects Carpet One will introduce more Liz Claiborne Home rugs, and has signed Blockwares to design and manufacture home organizing products. Tabletop could be next "and paint is definitely on the radar screen," she said.

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