Frette launches new brand: Edmond

Collection targets younger, more aspirational customer

-- Home Textiles Today, 4/15/2009 3:04:00 PM

New York – Fine linen producer Frette has launched a brand in honor of company founder Edmond Frette featuring more contemporary looks and, in a first for Frette, prints.

Edmond includes duvet covers, sheets, quilts, blankets, throws, dec pillows in three colorways: burgundy, black and brown. With more than 100 pieces in the debut collection, items within each colorway are design to mix and match. Several core items within the Frette couture collection can also layer into the collection.

Duvet covers include poplin prints and sateen jacquards. Patterns include geometrics, animal prints, weathered tile, and curvilinear floral motifs.

The collection is being merchandised open stock. Pricing runs to about one-third of Frette’s, with components for a standard bed set totaling about $400 to $450.

To support the brand launch, the company opened its first Edmond store April 10 in London’s Westfield Mall. Another will open in Milan this July.

In the United States, Edmond will be carried in all Frette stores.