Waverly adds licensees for kitchen, bath and gifts

-- Home Textiles Today, 3/3/2010 11:25:00 AM

New York – Iconix Brand Group has signed three new license agreements that will extend its Waverly into the kitchen, bath, and gifting product categories.

Best Brands Home will offer Waverly kitchen coordinates and table linens, including decorative aprons, oven mitts, table clothes, placemats and other kitchen textiles. The collection will retail for $1.99 to $14.99 and will be available later this month.

Famous Home Fashions will produce shower curtains and coordinating bath accessories. The collection will launch in classic Waverly patterns such as Lovely Lattice, Bedazzled and Curvature as well as a solid colors. They are expected to arrived at retail this month.

BOC Design Group will first debut a seasonal ribbon and bow line for fall 2010 and then expand to gift bags, gift wrap and tissue.

“Each partner has proven long-standing expertise in their individual markets and we are confident that together our attributes will bring quality and precision to the brand,” said Carolyn D’Angelo, vp of brand management for Iconix’s home division.

 Waverly bedding and window are already being produced under license by Ellery Homestyles.

These licenses are not connected to the Waverly program at Target, which is a retail-direct arrangement, but address other channels, said D’Angelo. Iconix is working on other licensing agreements for Waverly in the domestics arena, she added.