Suntex Set to Launch Collections

New Division of Sun-Yin USA Readies Debut of Lenox Bedding

Carole Sloan, March 1, 2010

Suntex Designs, the new decorative bedding, table linens and bath division of Sun-Yin USA, will launch three bedding designs under a licensing agreement with Lenox, a leading tabletop supplier.

The three beds are derived from three of Lenox' best selling designs — Chirp, Opal Innocence and Butterfly Meadow. The bedding will be sold in four piece sets with a $300 retail for the queen, said Tim Bynon, evp.

There also will be two holiday quilts based on Lenox' s best selling holiday tabletop — Holiday and Holiday Gatherings, “both iconic patterns,” he noted.

Looking ahead, Bynon said “we are looking at the new high-end dinnerware, L by Lenox that has just launched at Bloomingdale's as a possible exclusive in bedding for them. In addition, there are plans for free-standing window programs, quilts, bedspreads and utility bedding.

From Lenox' perspective, Lester Gribetz, president commented “in programs like these it's not the product that is the challenge, people are key and they are passionate and dedicated.

“They have a good design team and have been executing with quality — in design, thread count and heavy accessorization,” he added.

In other new programs, the company will offer the Fraiche collection, Fraiche Maison, Fraiche Deco and Everyday Fraiche, in bedding, table linens and bath. Retails will be $150 to $200 for the queen.

Overall, Bynon said, “We wanted to challenge ourselves to develop innovative techniques to have the brand fresh every season. Fraiche will be distributed in a manner and product construction aligned with each channel. Lenox will be distributed to upscale department stores, catalogs and specialty stores.

Parent company, Sun-Yin, “clearly a player in the blanket and throw business,” will show its new products in their combined new showroom in 295 Fifth Avenue during market.

“We can combine our separate talents and have our own distinctive approaches,” said Bynon. “We have our own manufacturing in China as well as world-wide sourcing. We have a predisposed business model to have both vertical and horizontal manufacturing, sourcing, supply chain and logistics.” This enables the company to offer direct programs, direct to consumer, domestic flow and design services, he added.

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