Perfect Fit emphasizes core basics biz

By Marvin Lazaro -- Home Textiles Today, 7/15/2002 12:00:00 AM

CHARLOTTE, NC —

Deepening the focus on its core basic bedding businesses, Perfect Fit Industries sold off one of its divisions and subsequently acquired a down and feather business.

The sale of the Hialeah, FL-based Decorama division, which manufactures made-to-measure window treatments, was completed on June 28. The sale, for an undisclosed amount, was to DDC Acquisition Partners LLC of Rhode Island for all of Decorama's assets, trade names and its manufacturing plant. All of the approximately 200 employees of the division will continue in their jobs, and Decorama will now be known as Decorama Desley Cortley LLC.

"It has a nice niche, but it didn't fit into our strengths, which are our basic bedding and Kennebunk Home businesses. You can't be all things to all people," Lou Morris, president of Perfect Fit, told HTT. He added that the company has spent the last two years building up divisions with the best growth prospects, strongest position and best profitability. To that end, Perfect Fit previously exited the decorative pillow and fashion bedding businesses.

Meanwhile, Morris said the acquisition of California Feather Co., which is based in Lynwood, CA, was a natural. The acquisition was completed July 3 and complements Perfect Fit's synthetic product offerings with a well-established down and feather business with sales contacts in a variety of retail channels not entirely in the high end, according to Perfect Fit.

California Feather Co. manufactures and markets a complete line of down and feather pillows, mattress pads, comforters, featherbeds, fiberbeds and duvets.

While the California Feather Co. itself will disappear from the roster of home textiles companies, its brand names, such as Down In A Bag, Down Top Shoppe and California Clean, and various private label programs will be maintained and built up by Perfect Fit, Morris said.

"We plan on fully integrating the sales, marketing and merchandising of California Feather," he said. The employees and basic infrastructure of that company will remain, but will operate under a new name. Regarding California Feather's 295 5th Avenue showroom, Morris said he hoped to have one showroom ready by October market (Perfect Fit operates a showroom at 261 5th Avenue on the third floor). And "as soon as possible we want to have one product offering for our customers." Morris has also ensured California Feather's customers that there will be no interruption of service.

"Forming this partnership with Perfect Fit Industries will provide us with an expanded product line and improved manufacturing capabilities including facilities on the East Coast," said Scott Chaplan, ceo and owner of California Feather, who will stay on as a consultant in the sales and marketing areas. "Perfect Fit will provide a larger arsenal of product for our customers, due to its strong presence in the synthetic business."

In order to accommodate California Feather's manufacturing facility in Lynwood, Perfect Fit plans to convert some of its plants in the Midwest or Southeast into manufacturing and FOB facilities.