ADI Adding New Product Categories

By Cecile B. Corral -- Home Textiles Today, 9/26/2005 12:00:00 AM

Los Angeles — —

Los Angeles — American Dawn Inc. is in the process of expanding its product roster to include several new categories — kitchen textiles and table linens closest on the horizon, and bath coordinates set for spring debut.

Mark Grimes, director of design and creative development, told HTT these new additions to the company's mix are part of its strategy to become “a one-stop shop for home textiles.”

“There was definitely a void in the marketplace when Barth and Dreyfuss and Cecil Saydah exited last year, and it created an opportunity for us to pick up some of that business,” he continued. “Having come from Cecil Saydah, I was familiar with the (kitchen textiles and table linens) businesses. Plus, we have a unique West Coast viewpoint to offer.”

For the October New York Home Textiles Market, ADI will show 16 printed patterns and two solid color programs, and for table linens, there will be 18 prints and two solid-color programs. Constructions for kitchen include velour prints, wovens and solid terry towels, and for table there will be prints on many different base cloths, woven cottons and poly blends.

“We'll also include embroidered looks in both categories, especially when we get into the seasonal goods,” said Grimes, adding that ADI will preview in October its kitchen textiles and table linens harvest and Christmas lines.

There will be much cross coordination between the two product categories.

Design themes have been broken down into four lifestyle groups: cottage, for casual country looks; traditional, including many basic florals; soft modern, featuring transitional contemporary designs; and contemporary, which comprises designs by new licensing partner Trish Richman, a popular dinnerware designer based in San Francisco. This last group will include patterns that tie back to some of Richman's existing dinnerware patterns as well as some free-standing looks independent of tabletop.

ADI's bath coordinate line introduction, which will launch in April, is being created with Richman as part of the licensing partnership. The bath program will include different constructions of bath towels as well as coordinating rugs, shower curtains and bath accessories.

The kitchen textiles and table linens collections target middle- to high-end department and specialty stores.