Evandale launches Loft Style label

-- Home Textiles Today, 10/12/2004 12:24:00 PM

NEW YORK — Decorative pillow and window treatment manufacturer Evandale, a division of JWE, Inc., is launching a new label that targets the contemporary lifestyle.

Called Loft Style by Evandale, the label will feature modern looks inspired by urban lofts and contemporary living.

Jenny Gruber, vice president of Design and Marketing, said, "We developed the Loft Style by Evandale label to capture the popularity across the country for urban lofts and contemporary looks. We are introducing a collection of window treatments, decorative pillows and throws that feature supple fabrications, clean styling and metropolitan colorations."

The target customer for Loft Style by Evandale varies from urban dwellers, young professionals and newly married couples to first homebuyers, she said.

"Clean looks like granite, limestone, frosted glass, stainless steel and leather are so popular in new and existing home design that we wanted to capitalize on this trend with a line of home textiles that complement the look," said Gruber.

Price points for the Loft Style by Evandale label start at $14.99 for decorative pillows and $19.99 for window panels.