Joy & Jake expansion begins at Bloomies

Staff -- Home Textiles Today, 10/28/2002 12:00:00 AM

MIAMI —

Joy & Jake is expanding into the department store channel with the recent launch of Joy & Jake collection areas in Bloomingdale's new home store in Las Vegas as well as its new Orlando FL. store at upscale The Mall at Millennia. Next up for the two-year-old lifestyle brand: the opening early next month of a Joy and Jake area in Bloomingdale's 59th Street location in New York.

The fledgling line also is attracting notice in consumer magazines, most recently in the October issue of InStyle and in the November issue of House and Garden.

"Joy and Jake are at the forefront of home fashion with their new approach to retro design," said Krista Hartman, Bloomingdale's fashion coordinator/domestics. "They have brought back your grandmother's bedspread in updated designs and bright, clean colors, adding fabulous textured pillows of faux mongolian lamb, bouclé and ultra suede to finish this trend-right look — first@Bloomingdale's."

The young company, which shipped its first product a year ago, has passed through the technology crucible and is now EDI-equipped, the key to broadening its lines of business beyond the boutique channel. At the recent New York Home Textiles Market, the company also previewed a project-in-the-works for the specialty channel called "Hip & Humble."

"It has a similar energy to our other work — driven by color. It's a funky everyday cool," said Joy Haizen, chief creative officer. She added that, although the company is working to extend its reach, "it's still important for us to be in that one hip store in each city."

Joy & Jake recently expanded on the 1950's vintage motifs, with tufted chenille bedspreads in three new designs: apple/green, banana leaf/white and hibiscus/ lavender. During the October market, Joy & Jake added coordinating tufted chenille shower curtains in white, lavender and blue, featuring floral or fish motifs. Also new are coordinated bath rugs and ceramic bath accessories.

Also new this market were ultra-suede pillows with pompom trim. "We really like the versatility of telling a tight little story," said ceo Jake Jacobson. "We've developed our own manufacturing strength and relationships. Now we have the right platform to grow at the right pace."