Magazine Preps Fabric Line

By Staff -- Home Textiles Today, 6/25/2007 12:00:00 AM

New York —

The Meredith shelter magazine Better Homes & Gardens is preparing to launch a home décor fabric program exclusively at Jo-Ann Stores by Sept. 1, Meredith Brand Licensing account manager Max Wilker told HTT.

The collection, with 10 design themes across six collections for a total of 60 skus, is being produced by licensee Richloom, which has worked with Meredith previously.

The program is augmented by 130 coordinating trims — using fringes, beads, and other embellishments — produced by Trimtex, a new licensee.

"This program is all about weights, all about textures," said Wilker, pointing to a range of traditional and updated looks ranging from pale sheers and flocked damask on faux silk that might be used as curtains, to faux leather and cheetah printed chenille that would be right at home on a decorative pillow or seat cushion.

The fabrics also work well, Wilker said, with the BH&G furniture shown at High Point in April.

Wilker noted that the demographic profile of the typical BH&G subscriber is nearly identical to that of the average home-sewing consumer who shops at Jo-Ann.

The program is aimed at mid-price points. With nearly 800 stores nationwide, Jo-Ann is the dominant home fabrics retailer.