Avonhome launches new table linen program

Staff -- Home Textiles Today, 3/7/2002 2:21:00 PM

Braintree, MA — Avonhome Fashions is currently launching a new merchandising program for table linens it calls, "Where Do You Eat?" The program asks the question in an attempt to make the consumer's typical eating experience — wherever it may be — more comfortable and tailor-made to those preferences.

The new approach includes new product specifically designed for the five main eating scenarios Avonhome recently identified as those most commonly used by the consumer, as well as a new presentation format that makes shopping for the product ìmore interestingî and easy, said Chris Mooney, vp, design and marketing.

The are five sections in the 24-foot planogram.

Kitchen Counter is a 4-foot display for place mats, napkins and stool covers in primary colorways.

Kitchen Table, the largest of the five sections because it is the "backbone of the run," Mooney said, occupies 12 feet of space and features place mats, napkins, solid-color fabric tablecloths, vinyl printed tablecloths and a strong chair pad presentation. The colorways for the kitchen table section are part of the more traditional mid-tone palette.

Dining Room is a 4-foot section that includes place mats, napkins, tablecloths and runners that are more formal both in construction — damask — and colorways — burgundy, hunter, navy, white and ivory. The tablecloths are available only in white and ivory, which account for typically 65 percent of Avonhome's sales. The runners are displayed on hangers.

In Front of the TV is a 2-foot section that includes three tray-cut place mats in burgundy, hunter, navy and other "den" colors, as Mooney described them, with matching napkins. The section also includes standing TV trays.

In Bed, also two-feet-wide in dimension, comprises place mats and napkins in white and ivory.