Serena & Lily Bows Grownup Line Extensions
By Staff -- Home Textiles Today, 1/8/2007 12:00:00 AM
San Francisco —
Serena & Lily is expanding its nursery textiles brand into "grown-up" versions for toddlers and older children. The company said each of the new ready-made twin and full bedding collections is based on a current nursery line.
For example, one of the company's most popular nursery sets, the Henry Collection, grows up to become Gabe, while the Lucy set develops into Scarlet. The debut includes 15 collections of twin and full bedding, gliders, lamps, rugs, upholstered headboards and interior paint, now shipping to retailers.
The company, a favorite of some celebrity moms, does business with 400 retail accounts in the United States and Canada.
"It has always been our goal to be able to outfit a room in its entirety to reflect the Serena & Lily brand," said Serena Dugan, co-owner of Serena & Lily.
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