Joy & Jake expands with Passport collection

By Cecile B. Corral -- Home Textiles Today, 4/8/2002 12:00:00 AM

MIAMI —

In less than two years, Joy & Jake is attempting to gain a foothold as an up-and-coming lifestyle license property. As such, the fledgling yet fresh and urban contemporary home goods brand is attracting collaborative efforts with established home textiles suppliers such as J.R. United, Georgia Tufters and umbra.

Joy & Jake's latest creation — the Passport collection of destination-themed coordinated bedding, bath and rug products — represents new product categories for the brand, which launched in 2000 with only decorative pillow and sleepwear lines.

The Passport collection is composed of five patterns named by destination, or rather geographical places — Hawaii, India, Africa, Mexico and Japan — and each pattern is available in one or two colorways.

"What we're trying to do is bring together all the eclectic, stylized, personalized experiences people want and give them something that looks creative but also helps them put the whole look together," Joy Haizen, chief creative officer, Joy & Jake, told Home Textiles Today. The company is based in a 2,000-square-foot space at J.R. United's Aventura offices and warehouse facilities here.

"Today's pop culture, the Web and even things like the 'Survivor' [television] show have now made destinations a trend, and we want to bring it into the home," Haizen added.

A breakdown of the product offerings by supplier is as follows:

• J.R. United, which is based here and is currently the only official licensee to Joy & Jake, is manufacturing and importing mainly from India, Pakistan and South America the bedding collection—including sheets, bed skirt, duvet cover, two standard pillow cases and two shams—and the coordinating bath ensemble of bath, hand and tip towels;

• Calhoun, GA-based Georgia Tufters is domestically producing the accent rugs, bath rugs, tufted shower curtain and tufted bed coverlets;

• Buffalo, NY-based umbra is supplying the Chinese white ceramic bath accessories, including tissue boxes, toothbrush holders, trays and cotton ball containers.

Attractively packaged in a clear plastic reusable tote bag adorned with smart labeling and a postcard from the respective "destination," the collection targets department stores, catalogs and boutiques, Haizen said.

Joy & Jake previewed the Passport line to a group of retailers during a special showing in New York in early March.