Ellery Matelassés for Williamsburg
By Staff -- Home Textiles Today, 2/12/2008 12:00:00 AM
At the New York Market —
Williamsburg has announced a new licensing relationship under which Ellery will now produce the venerable William & Mary matelassé in five classic colors and three new colors, as well as two new Williamsburg matelassé ensembles.
The new patterns complement each other, creating mix-and-match opportunity and a category expansion for both brands. The three ensembles, as well as a new print design, debut at the New York Home Fashions Market this week.
With the launch of Williamsburg For All Seasons — based on an 17th coverlet in Colonial Williamsburg's textile collections — color is a focus for the brand. Ellery will introduce the William & Mary matelassé in Everard blue, chocolate and moss. Ellery will also pick up production of the pattern in the existing tomato, buttercup, cornflower, bone and white colorways.
"Consumers will see no interruption in the distribution of William & Mary bedding," according to Williamsburg.
The new Davenport Matelassé, inspired by a cut velvet swatch from the Colonial Williamsburg Foundation's collections, will be available in a rich chocolate/cream combination and blue/cream. The new Bruton Matelassé, inspired by a square of elegant silk damask in the collections, will be available in Ivory, White, Vermillion, Courthouse Green and Gold Dust.
The palettes are can be used for layering with the Fleur de Liberte printed bedding with its shades of green, gold and terra-cotta, also launching at market.
"Williamsburg is a treasure," said Chip Scala, president of Ellery. "It is our heritage and we are very excited to be working with Williamsburg to present a complete offering of matelassés and other coordinating products."
"In Ellery, we have a licensee who will help us build on the strength of our matelassé program by expanding the distribution of the William & Mary pattern and by introducing new designs and colorways to the category," said Jim Easton, vp for the products division of The Colonial Williamsburg Foundation. "Matelassé is a cornerstone of The Colonial Williamsburg products program and is the essence of what we describe as 'The New Traditional.'"
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