Basic bedding 'fashions' a new image

By Marvin Lazaro -- Home Textiles Today, 10/14/2002 12:00:00 AM

AT THE NEW YORK MARKET —

Manufacturers and suppliers are increasingly introducing basic bedding such as down comforters, blankets, quilts and throws with more of a fashion element, not meant to be shoved into a cover or layered with a fashion comforter on top.

These standalone products have been given plenty of color, texture and detail. And in contrast to when basic bedding came in pristine white, they are meant to add flavor and style to the top-of-bed.

Many of the new looks are courtesy of various designer licenses, including well-known names such as Calvin Klein, Joseph Abboud, Laura Ashley and Ron Chereskin. But in-house and established supplier labels are also being injected with their own style.

According to Andy Payne, vp of sales for the Mason, OH-based Down Lite International, "People have gotten tired of the traditional white and cream, and there's a reluctance for people, who have just spent big money on a down comforter, to have to spend another $100 or $150 on a duvet cover."

Payne said embroideries, prints and "anything which gives the perception of surface texture" are all being added.

From periwinkle to apricot to very strong reds to the neutral and pastel shades, color is in.

Bob Hickman, vp of sales and marketing for the Des Plaines, IL-based United Feather & Down, said colored down-based products will ultimately far surpass their basic white counterparts.

"American consumers don't like the fuss and cost associated with buying a comforter and duvet and finding things that fit, match and work with them," Hickman said. "When they're presented with the opportunity to buy goods that are functional and look good on top of the bed, are machine washable and easy care, they're going to go for it."