Lowe's rolls out Waverly window line

By Carole Sloan -- Home Textiles Today, 3/4/2002 12:00:00 AM

WILKESBORO, NC —

Lowe's Home Improvement Warehouse is rolling out a major window coverings, drapery hardware and wallcoverings program using Waverly products throughout its 740-unit chain.

The collection, called Waverly Home Classics, includes 12 wallcovering patterns, 13 borders, 24 window styles and 30 skus in seven finishes in drapery hardware. The presentation is done in a lifestyle format.

Pricing for the window hardware is from $9.99 to $29.99; the double roll wall coverings are $10.99 to $19.99; and the window coverings are $19.99 to $39.99.

Lowe's, which has been expanding its home furnishings assortments, sees its customers "looking for coordinated solutions for their home decorating projects," said Melissa Birdsong, Lowe's director of trend forecasting and design. She called the Waverly brand "among the most recognized in home decor and an outstanding addition to Lowe's assortment of premier brands."

The Waverly Home Classics program uses 12 linear feet of display space with 4-foot increments allocated to wallcoverings, window treatments and window hardware, said Carolyn D'Angelo, vp, marketing and licensing at Waverly Lifestyle Group.

The program's launch includes, in addition to the on-floor presentation, a six-sided brochure of room ideas available in store and point-of-purchase materials. Later in the spring, D'Angelo said, there will be a full marketing program including participation in Lowe's weekly circular and direct-mail offers to key customers.

The window coverings and wall coverings are from Waverly; the window hardware is from Levolor/Kirsch.

While the program is just evolving at Lowe's, D'Angelo remarked: "As Lowe's continues to grow its brands and gear its merchandise to decorating, there is an opportunity for other Waverly product expansion in the future."