Gaiam keeps it simple with organic line

By Andrea Lillo -- Home Textiles Today, 4/29/2002 12:00:00 AM

NEW YORK —

After building a business centered on living a healthy and organic lifestyle, Gaiam ventured to the New York Home Textiles Show to introduce its concept.

"We all talk about simplicity in our lives," said Jane Pemberton, divisional president. "This is a concept we can all relate to."

Based in Broomfield, CO, Gaiam began as a direct mail company 12 years ago and has since grown to encompass media and services such as eco-travel, workshops and the Gaiam Yoga Center, as well as eight catalogs, including, for the home, Harmony. The wholesale division, now 50 percent of the business, offers proprietary products, including bedding, towels and throws, all of which target the specialty and department retail channel.

"Textiles are a key part of our business," said Bill Giebler, director of merchandising. "It's the first time we felt we had a product story. We can now target an organic customer with price points that meet the needs of retailers."

Stressing the benefits of natural products, Gaiam offers organic cotton bedding from India and low-impact dyed towels and blankets from Turkey, said Giebler.

The company also has the advantage of being able to test products first through its catalogs.

In addition, Gaiam will provide retailers with fixtures and planograms. "We've been doing this for a long time," she said.