Scandia Home Extends Rebranding Strategy

By Jennifer Marks -- Home Textiles Today, 8/17/2009 12:00:00 AM

New York —

Scandia Home, formerly Scandia Down, is extending its its rebranding strategy this week during the Gift Fair/Home Textiles Week with new product offerings designed to be in tune with financially sensitive times.

“I think this is going to be a difficult place for [consumers] for a couple of years,” said Tyler Heiden Jones, general manager and executive vp. “Our consumer, as is any luxury consumer, if now very conscious before they make a purchase.”

The company has streamlined its core down offerings to address the way consumers shop, he said. “You walk into a store with a price range and a use in mind. We are now positioned for that.”

There are now six offerings: two for the starter home or guest room, two for the master bedroom, and two for Scandia Home's top-of-the-line St. Petersburg —100% silk German tick filled with Siberian goose down. Comforters dimensions have been increased (the queen is now 90-inch by 94-inch) for more drape, and Scandia added more fill to the sides of its sleep pillows.

In bath, the company is adding a new line of beefy cotton towels made in Turkey. Available in eight colors, bath towels will retail around $35 and bath sheets around $65.

Also new are matelasse shower curtains for $185. “We're going to test them out and see what it does for us,” he said.

In fashion bedding, the company is introducing a new sateen collection in 10 colors that includes sheets, cases, duvet covers and shams. Made in Portugal to hit a better price point, the open stock elements needed for a queen set would collectively retail for around $400, he said. The collection also includes a reversible quilted coverlet in 10 colors.

“We had three standards we wanted to meet: great craftsmanship, great value and practicality. It has to be easy to live with, so the kids can jump on the bed, the dog can jump on the bed, and you can wash it yourself,” said Jones, who celebrated his first anniversary at the company in May.

In its existing luxury percale bedding collection, Scandia is adding matelasse coverlets and shams so the consumer can build on her collection with washable pieces.

The company is also extending the jacquard silk fabric from St. Peterberg into duvet covers, shams and accessories. “The queen collection with shams might be over $1,000. The comparable quality would be over $2,000,” he said.

In addition, Scandia is developing a trousseau set that would be exclusive to the bridal registry segment. As currently conceived, the bride and groom would customize which pieces they want in the set, which will be presented in a laquer box. “We'll launch a test this year in our Scandia stores and online,” said Jones.