Revman aims high with revised strategy

Marvin Lazaro, Powell Slaughter, August 13, 2001

As Revman Industries unveiled new additions to its Laura Ashley, Echo Home, P.O.S.H. and Bed2Go lines last week, the company also revealed a revised strategy — instilling greater quality levels into its programs to build the business at better department stores, specialty stores and catalogs.

"This strategy is really refining what we used to do," Revman president and ceo Rich Roman told HTT. "The mass market — that's not our thing. We were seduced into thinking we could be all things to all people. Now we're clearly saying that Revman is a department store, specialty store and catalog resource."

Although the company continues to maintain separate design and sales forces for its Tommy Hilfiger licensed home program, it now allows its independent design teams — led by Diane Piemonte, vp, creative services for Laura Ashley, Echo Home, P.O.S.H. and Bed2Go, and by Elizabeth McNulty, design director for Tommy Hilfiger — to tap one another's sourcing roster.

"We gave all people access to all the resources both divisions had been using on their own," said Norm Savaria, senior vp and chief merchandising officer for Revman. "The results have been excellent."

The company has shifted its focus from price-conscious bagged bedding ensembles to quality-oriented brands and licenses. As a result, Revman's $99 all-size bagged bedding ensemble price point in its Bed2Go line will not have any new additions for the fall market.

"We're going to service any business that exists there — where we have a healthy mix," Roman said. "But we're not going to consciously go out and market a line of $99.99 bags."

Instead, Revman has boosted the quality of its $149 all-size price point, improving both the line's focus and construction. Making its debut for all of Bed2Go's introductions will be 250-count all-cotton sheeting for three of the ensembles and 230-count all cotton sateen outer bed and accessories for the fourth. Pricing on the sateen is stepped out, from $99.99 for a twin to $199.99 for a king, according to Brad Comisar, senior director of sales and merchandising.

Country Toile features a classic blue and white floral toile on its face, while Boca is a Palm Beach-inspired tropical rendering in hot pink and coral with lime accents. Palazza is done in deep rose and burgundy with metallic gold accents with an interpretation of a traditional damask on its face. Ambassador will include the cotton sateen accessories and feature a detailed brocade damask print in French blue and gold with ivory damask and printed cord stripe.

"We wanted to remain consistent with world-class design, but we also wanted to retain our comparative value," Savaria said.

Revman's Laura Ashley licensed bedding will feature a more casual look with its Delia Denim cotton stonewashed denim ensemble that incorporates mini ruffles and a woven logo patch on the corner of the comforter face.

"There isn't a lot out in denim that addresses the 12-ounce," said Piemonte. "We're focusing on the feminine side of denim."

Other new bedding ensembles include Colette, a rendered floral toile on a red and ivory ground; Chatsworth, with antique florals in blue with lavender and spring green accents; and Lilacs, done in lavender and celery with pigment white highlights on a white ground and enhanced by sheer dobby stripe fabric. Delia, a 220-count collection of white ruffled sheets and pillowcases, features embroidered flowers and is done in blue/green, pink/green and lavender/ green colorways.

Price points will also be made slightly higher for the Ashley collection as it trades up to 250-count all-cotton sheeting and accessories (excepting the Delia sheeting). Revman will maintain the $14.99 price point for a twin open stock sheet but steps up to $32.99 for a full, $42.99 for queen and $52.99 for king. Prices on comforter sets will increase by $10 to $20, Comisar said. Retailers are also being given additional mark-up points along with the increases, he said.

Revman's Echo Home line will undergo a packaging facelift, with new woven labeling and a more branded persona in what the company is describing as a relaunch, said Piemonte.

"It will have a more upscale personality and more synergy with Echo apparel," she said. "We're taking more of a decorator approach."

New for the line are Tropical Toile, Charleston, Winston and Daisy, all with 250-count all-cotton sheets and over-sized all-cotton accessories. Tropical Toile features black and cream with better yellow accents done in a design of palm leaves and flowers. Charleston is an oversized floral in pinks and greens with a stripe coordinate, while Daisy, done with the younger customer in mind, features daisies and gingham in lavender and spring green with yellow accents. Rounding out the Echo line is Winston, with a detailed paisley in russet and bronze tones.

First introduced three markets ago, Revman's luxurious P.O.S.H. line features two new additions, La Scala and Mirella. An oversized damask in metallic gold on a garnet red ground is LaScala's main motif, with decorative pillows embellished with crushed crepe and sateen printed stripe sheeting in pale gold. Mirella's iridescent floral jacquard is done in deep plum and bronze with a silk taffeta look on the accessories. A scrollwork damask appears on the sheeting and is done in a parchment colorway.

"I think the strategy we're taking is one that's right for Revman, but also one that's right for our industry," Roman said. "If you just have 'like' product and you're competing head-to-head on price, it's a no-win situation. We want to sell better product at a better level and to do a business that's profitable for us and our customer."

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