Bloomie's Catalog Launches Collections

-- Home Textiles Today, 7/11/2005 12:00:00 AM

New York — —

New York — Bloomingdale's is using its July sale circular to launch three major fashion collections in home textiles — part of its drive to be the retailer of choice for home fashions trends.

On the cover of its oversized, glossy stock circular, the store launches the Lauren Ralph Lauren Studio Collection and follows it with a full page inside showing the array of solids, stripes, foulards, and plaids that make up the mix-and-match approach in bedding.

The Sigrid Olsen Home Collection also makes its national debut at Bloomingdale's with a full page featuring three of the designer's beds from W-C Designs: Eclectic Angel, Limelife and Seawater.

Not just new but “Only at Bloomingdale's” is its Chocolate Top Stitch striped bed from the store's Hudson Park Collection in shades of one of this season's fashion colors — chocolate brown.

The home sale circular is about 70 percent home textiles with the balance of the 16 pages featuring rugs, housewares, furniture and tabletop, said Joe Laneve, senior vice president, home. As for the product launches during the summer, Laneve said, “July is a big volume month.”

Laneve sees the Sigrid Olsen beds “as providing a younger, fresher look. They're lighter and less serious. We need more looks like this in our assortments.”