Scandia Down revitalizes brand

By Staff -- Home Textiles Today, 8/19/2008 2:27:00 PM

New York – Scandia Down is scaling up another notch as part of a broader brand re-energizing initiative and is unveiling new home and gift introductions here to select retailers during New York Gift Week.

“Relaxed luxury” is the positioning to underscore the confluence between Scandia’s European components and U.S. production. General manager Tyler Heiden Jones, who joined the company in mid-May, said the company is also emphasizing the heirloom nature of its bedding products.

“We manufacture all of our down products in the U.S., so we can do customization for yachts, jets and private homes,” he said. “Because of our lifetime guarantee, you can send it back for refilling and restoration.”

A new range of luxury sleep pillows ranges from a cotton shell filled with European down at a retail of about $175 to the “crème de la crème:” the St. Petersburg, 100% silk German tick filled with Siberian goose down at about $700. The tiers between are filled with either Siberian, Polish, Hungarian or European down.

New luxury bedding in top-of-bed and sheeting displays more embroidery and finishing details.

Scandia Down is also showing a range of giftable items, including a travel pillow encapsulating a down-filled pillow cover than can be slipped over a standard-sized hotel pillow. The estimated retail is $75.

Other giftables include a travel pillow that converts to a down-filled personal blanket for air travel or lounging around the home; short and long quilted lounge jackets; and down-filled slippers.