Springs Teams with Waterworks
By Carole Sloan -- Home Textiles Today, 3/22/2010 12:00:00 AM
New York —
New York – With signing of a licensing agreement with Waterworks earlier this month, Springs Global plans to first launch a collection line of bath, then later introduce a diffusion line.
“Initially, we will launch a collection line of towels, bathrobes, shower curtains and accessories that will be targeted to higher-end retailers like Bloomingdale's,” said Joe Granger, president of Springs Global brand business. “It's the epitome of luxe bath.”
“Then we will build more consumer awareness of the brand with a diffusion line that will broaden the appeal of the brand,” Granger added. Waterworks, with an iconic primarily bath and kitchen hard lines, also has home furnishings in its showroom, wholesale, commercial and direct to consumer channel.
The addition of Waterworks to the growing Springs Global portfolio of brands will raise the profile of Waterworks “and create a tremendous opportunity to broaden its reach,” Granger added. It's a small brand, and there's probably not a high awareness level.”
The effort to build awareness of the brand at the high end, Granger noted, “will include both U.S. and international awareness campaigns – an effort that is planned for one or two years to achieve.”
There also the potential for looking at brand for both bed and bath, he said.
Then the diffusion brand will be developed to broaden the appeal of the brand, he added. International distribution will be a key element of the Waterworks program, as it will be with the other Springs Global marketing effort, he said.
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