Sure Fit building up from slipcover roots

By Marvin Lazaro -- Home Textiles Today, 3/10/2003 12:00:00 AM

ALLENTOWN, PA —

Further broadening its business from its slipcover base, Sure Fit has introduced decorative pillows.

The market leader in ready-made slipcovers already has decorative pillows that directly tie back to several of its slipcover constructions, but the new line is made to coordinate with several slipcovers at once, by using a wide variety of colors and patterns.

"This is just the start," Bert Shlenksy, ceo and president, said. "It's executing the reality that we're not just a slipcover company."

Seven designs in a variety of sizes make up the line of 12 skus. Retail prices range from $16 to $28. According to Shlensky, sales of decorative pillows will make up roughly $15 million of Sure Fit's sales, roughly 7 percent of the company's $170 million for 2002. He said that he would like pillow sales to make up 10 percent of Sure Fit's business.

"[The new line] is in-between commodity pillows and bedding companies [that offer them]. I'm not out there competing with commodity guys. I'm out there providing a decorative accessory," Shlensky said.

The line is being introduced to consumers through Sure Fit's Web site and may also be purchased from Sure Fit's catalog. Shlenksy said the pillows will be offered at specialty and department stores in the fall.

Dots is offered in jewel, sand and pastel colorways and has multi-colored chenille dots on a neutral background. Patch features multi-colored octagons, while flowers in shades of pink and purple on a lime green background adorn Spirit. Sunflowers is a graphic floral print. Stripes is offered in both neutral and primary colors, and Triangles is only available in a neutral tone. Visions features a vertical print in either mocha or spice.