Hollander building around history, value

-- Home Textiles Today, 9/25/2009 11:53:00 AM

Boca Raton, Fla. – Hollander Home Fashions is promoting historical brands to motivate consumers, emphasizing Sontique, Quallfil and Dacron in its products but fashioning them with a more contemporary look.

“History is the new comfortable,” said Beth Mack, chief merchandising officer. “Our customer is out there. She’s spending money. She’s just spending it on what she’s familiar with.”

Hollander is also positioning many of its sleep products as “affordable luxury.” Some pillow constructions that in the past carried 75% poly fill now hold a 50/50 blend of poly and down. The Dreamscape pillow has a 400-T Supima cotton cover and is filled with Invista’s silky soft down alternative fiber, and retails for $14.99.

Other big merchandising themes around which Hollander has developed product include Holiday at Home (referencing the stay-at-home lifestyle in a strained economy), and the 1980s.

“The ’80s were a time of recovery, with a lot of great, bold color,” said Mack.