• Cecile Corral

ADI expands market offerings

After launching the newest additions to its one-year-old Home Fashions division, American Dawn Inc. (ADI).is moving forward with new lines of throws, table linens and pet pillows.

Upscale and highly-embellished, the products — comprising more than 70 designs — officially debuted in September during the New York Home Textiles market, six months after they were tested with a soft launch, said Andréa White, marketing analyst.

"All three product categories were very well received by retailers at market. They fit well with our existing product lines," White explained. "We found a niche. There's nothing else out there like [our new throws, runners and pet pillows] that are high end and embellished in the way our customers wanted them to be."

Other already established products in ADI's home fashions division include bath towels, decorative pillows, kitchen textiles and place mats.

White said that while ADI's entire home fashions product lines match and complement each other in design and construction, not all will cross coordinate with the new offerings. Some of the throws, table runners and pet pillows will cross coordinate into collections and others will be sold as stand-alone items.

"We coordinate our products wherever possible, when the patterns lend themselves to multiple products," White said. "As we already do with our decorative pillows, we can customize looks."

The throws, which measure 50" x 60" and are made with domestic and imported fabrics and trims, come in 20 designs and are set to retail for $49.99 to $129.99.

Of the 30-plus table runners, most coordinate with decorative pillows and are also employ domestic and imported fabrics and trims. Available in two lengths — 72 inches and 90 inches — the table runners are set to retail for $24.99 to $39.99.

The pet pillows are available in 20 designs and in oval and rectangular sizes. All have a removable zippered cover for easy laundering. Price points range from $29.99 to $49.99 at retail.

ADI's target customers for these new product lines include high-end department stores, independent specialty retailers and gift shops, White said.

Cecile CorralCecile Corral | Senior Product Editor, Home Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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See the November 2017 issue of Home Textiles Today. In this issue, we look at Complex Colors, Complex Times--Trend forecasters and interior designers weigh in on 2018 palettes and motifs.  Other articles include: Data: Exclusive HTT soft window research; Innovation: Material Changes conference preview; Country report: India invests in the future and Fabrics: Showtime preview.  See details!