Fall collections expand Saks' Jane Seymour line

By Carole Sloan -- Home Textiles Today, 8/2/2004 12:00:00 AM

BIRMINGHAM, ALA. —

Two new collections of bedding and decorative accessories are being launched for fall in the Jane Seymour Home Collection for Saks Department Store Group.

The themes — Elderberry and English Laurel — are set in the St. Catherine's Court Collection, reflecting the influence of Seymour's 14th century home in Bath, England. The collections build on the strength of the first St. Catherine's collections launched a year ago.

Quilts are an important element in the new collections, and sheets also are a part of the layering effect, said Howard Winkler, senior vice president and general merchandise manager for SDSG.

Calling bedding the dominant classification in the Jane Seymour mix, Winkler also pointed to decorative lighting and candles as other "real strength businesses." He noted, "We do very well with accessories for either the bedroom or the bath."

But while the program is being expanded with product and added lifestyles, tabletop — one of the original launch categories — has been abandoned. "It's tough to get the lifestyle message across in the tabletop area," Winkler observed. Instead, the company has moved to what Seymour calls "tablescapes" — accessories for decorating a table. And this concept is detailed in the new circular for SDSG that is dropping now.

The success of the program, Winkler explained, "is that people want to be told how to put things together" in decorating their homes. And a benefit of this approach, he related is that, "Customers look and buy the better price points."

As an example, he cited the trade-up appeal of comforter sets at $400 to $500 for a queen. The bedding is primarily from Roe Tree Linens, "which gives true custom attributes in the product."

The program has expanded its candle and gift items, which are seen as important impulse purchases. The company is considering offering fabric by the yard from the bedding fabrics based on requests from consumers, Seymour noted.