Sferra debuts 1891 brand

By Staff -- Home Textiles Today, 6/22/2007 12:52:00 PM

Edison,N.J. – Luxury linen house Sferra has created a brand extension at slightly lower price points, intended to broaden its presence in better department and boutique stores. At the same time, the collection reaches out to a larger demographic than Sferra’s highest-end goods: first-time households, summer and second homes and younger design enthusiasts.

The new brand – 1891 by Sferra – slated to appear in fall 2007 in better department stores and specialty linens retailers (Sferra’s shop-in-shops at H.D. Buttercup in Los Angeles , and ABC Home stores in New York and Boca Raton , Fla. ), catalogs and online retailers. 
 

For the trade, the line will debut in August at the New York International Gift Fair and in Sferra’s 26th Street New York showroom by appointment.

“We’ve partnered with some of the best mills in the world to make this collection,” said Paul Hooker, president. “The modern global economy enables us to manufacture in countries where cost savings can be passed on to the consumer without compromising quality.”

The debut collection, Sweet Soleil, consists of three bed ensembles, including mix-and-match bedding accessory pieces. In a departure, Sferra will present 1891 as sets, with a queen duvet set retailing at $249, sheet sets at $199, and dec pillows from $60 to $110.