Tommy's home sees leverage in 'confident, delicious design'
By Staff -- Home Textiles Today, 9/22/2003 12:00:00 AM
AT THE NEW YORK MARKET —
Tommy Hilfiger Home is looking beyond bed and bath, putting in place new merchandising positions to work on extending the brand into other home furnishings categories.
Revman Industries, which produces bed and bath under license from the designer house, has recently named Brad Comisar as vp, merchandising, Tommy Hilfiger Home. He was previously vp of sales and merchandising at Revman. He is being replaced by Terry Soldati, who recently resigned as president of Sheridan Home, the U.S. division of Sheridan USA.
Hilfiger has also added a new position, hiring James Shearron as senior vp, home. He was most recently with House and Garden magazine. Prior to that, he was creative director at Goodhome.com. He also spent five years each at Homestyle and Mirabella. Earlier, he worked for décor designers Mark Hampton and Jed Johnson.
"Obviously, we would like to expand into other categories," Norman Savaria, senior vp and chief merchandising officer, Revman. "Our business on the fashion side has been pretty strong. We need to take advantage of that. I think we can move pretty quickly."
The key drivers of the Tommy Hilfiger Home business over the past six quarters have been the upper-end Crest collection, the Hilfiger classic 200-count cotton solid sheets, novelty print sheets, textured chino top of bed and denim top of bed, Savaria told HTT. Those businesses have grown over the past 18 months from 22 percent of Hilfiger Home's total business to almost 40 percent.
In bedding, the label is looking to strengthen the connection between best-sellers in the apparel line and design in top-of-bed, and so this market is previewing a duvet and sham sets that echoes the design in Hilfiger's brightly colored shirting.
"Tommy is doing all these mad shirts — zig-zags, plaids, chevrons — really confident, delicious design," said Shearron. "Why not bring them out in home?"
The sets will coordinate back to the solid color sheet line, which also will expand its palette to include more brights, he said.
"Tommy Hilfiger is known for strong, strong color," Shearron said, "We want to own really pretty color."
The brand this market also is introducing a new line of yarn-dye, 200-count combed cotton sheet sets in a windowpane pattern that coordinate with the core solid color line. Queen sets will retail at $170.
The top-of-the-line Crest collection introduced two new bedding ensembles this market.
Jaipur, a spicy paisley print on ottoman cloth, reverses to a herringbone. Jute trimming on the duvet and shams lend extra texture. The 400-count sateen sheeting layers in a stripe in soft gold and terra cotta.
The whimsical British Colonial bed features a batik damask duvet and shams, reversing to a miniature stripe. The sheet features a word map print in neutral tones. Accents include a herringbone-textured throw and a leather-detailed pillow.
Also in Crest, the line's signature 400-count sateen sheet added three new colors: heirloom red, raisin and Sahara. The Crest collection towel line expanded its plush family to include batik.
The Tommy Hilfiger Collection is showing three new beds this market.
The youthful Petal Burst duvet in robin's egg blue, white and pink offers a tailored stripe print on textured cloth that reserves to a windowpane print. The sheet features oversized photographic pink roses on a white ground. Bow appliques accent the duvet and shams.
The preppy Amelia Island ensemble is anchored by a striped yarn-dye duvet in sorbet colors that play against the raspberry paisley print sheet. White denim Euros are embroidered in rainbow pink stitching. A striped knit sweater throw and sweater toss pillow work into the collection.
Seychelle Island, Tommy's nod to the tropics, focused on burnt oranges and deep olives. The duvet features a natural basket weave that coordinates with a patchwork quilt.
Tommy Hilfiger bath has added six Riviera-inspired colors to its Tommy Towel collection: Capri blue, Amalfi green, Positano pink, grotto blue, fresco and tuxedo black.
Also new are textured ribbed towel set, as are a variety of new jacquards in stripes, scrolls and dots.
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