Dan River finds new value level in the bag

Staff -- Home Textiles Today, 3/24/2003 12:00:00 AM

NEW YORK —

Dan River Home Fashions is bringing a new label into the bed-in-the-bag fold this market: Supreme Dimensions, a printed bed-in-bag program that offers step-up premium fabrications at value pricing for the upper-moderate retail segment.

The three-pronged program includes a collection featuring 310-count sheets made from 100 percent ring-spun sateen cotton, a collection using 310-count ring-spun cotton sheeting and a collection featuring 300-count cotton-rich sheeting.

Although Supreme Dimensions appears to a tiered program, "this is not intended to hit price points, but to create a different formula for value," said Lou Casali, vp of sales.

All comforters in Supreme Dimensions are over-sized and over-filled with a Dan River-made Supreme Loft soft, spun fill for extra loft at a light weight.

"We still believe that not everyone wants to sleep under a comforter than weighs 4 pounds," Casali said.

Fitted sheets in the line are constructed with extra-deep pockets, and dust ruffles feature split corners for a custom fit.

"We're paying attention to components and details that the market has walked away from," said Melanie Kaplan, senior vp, design.

In the 310 sateen group, all components are constructed from the luxury fabric — including dust ruffles, dec pillows and draperies, she said. The 300-count cotton group includes an all-cotton top of bed, though that's not necessarily 300-count. The 300-count blend ensembles come with a blended top of bed cover.

"The idea is to raise the average ticket and exceed consumers' expectations," Casali said.

Dan River has focused on better fabrics and stepped-up printing techniques across the board — including its Marquis collections.

"We've infused fashion-right, market-right design into our collections," Kaplan said. "We're being pattern-driven and color-driven within each of our classifications.

A pattern in the top-of-the-line Marquis Estates 310-cotton sateen collection, for example, features special fortuni-like fabrics with chenille accents. Elsewhere, Dan River developed an engineered computerized quilting design to give a printed pattern a vivacious visual pop.