Revman extends Laura Ashley lineup with new faux flowers

Staff -- Home Textiles Today, 2/4/2002 12:00:00 AM

NEW YORK —

Revman this week is introducing a collection of faux flowers with silk tops, the first in a brand extension for Laura Ashley that also will include framed wall art and mirrors in a few months.

"In no way are we diminishing the importance of bed and bath for Laura Ashley," said Rich Roman, president and ceo of Revman. "More important, we are expanding the product categories to what customers want. Flowers are a signature of Laura Ashley."

Initially there will be 33 varieties of flowers and leaves under the banner of Laura Ashley Flowers, with each stem selling for $3 to $5 at retail. Each stem will have a Laura Ashley hang tag, Roman said. And other options, still to be firmed up, include tissues for wrap, labels, special boxes and videos to help customers create their own arrangements.

The wall art will include classic botanicals "reflective of the Laura Ashley lifestyle and taste level," Roman added. Plans also call for wall art coordinating with some of the best-selling prints in the bedding line.

Additional product extensions are planned but are not definite at this time, Roman said. "The more product extensions the better the brand will be. Laura Ashley has the confidence of consumers," he emphasized.

The new program is being developed in conjunction with industry veteran Howard Israel, of Howard Israel Associates, who has extensive experience in global sourcing, Roman said. "And he's one of the best merchants in the business. He knows the right market for the specific product." Hong Kong and China are the source countries.