Whisper Soft brings in-house brand to forefront

By Staff -- Home Textiles Today, 10/28/2003 12:00:00 AM

New York — Juvenile bedding manufacturer Whisper Soft Mills is repositioning its brand image by focusing on its InStyle brand in an attempt to update the company's perception in the marketplace.

According to president Vincent DeRosa, the company's name reflects its roots in satin sheets but doesn't really reflect its position in juvenile category, where it furnishes 15 product categories, including decor. Whisper Soft will now market its products under the new brand logo InStyle by WSM.

"When I first got here we were just doing printed juvenile comforters, and now we do printed comforters, pieced quilts, chenille comforters as well as those with a lot of layering and sewing details, and 180-count percale sheets," said DeRosa.

Its assortment now also includes a latex paint collection, dec pillows that double as toys, wall borders plus stickers, bath accessories, painted wood or resin nesting bins, and hand-painted hardwood furniture pieces to coordinate with about a third of its bedding line.