Capel establishes newest category

-- Home Textiles Today, 12/6/2002 3:23:00 PM

Troy, NC — Capel Inc. recently decided to add doormats to its line and is hoping to differentiate itself with what it describes as more sophisticated looks than those typically offered in the marketplace.

Capel first tested the line in October with 14 designs, seven of which were branded under the Williamsburg license.

For the upcoming New York Home Textiles Market in March/April 2003, the company will more than double its skus for the collection, said Kea Capel, director of marketing and creative services, with holiday themes and designs for the Bob Timberlake and Dick Idol licenses.

The collection is made domestically, and the construction is a sublimation printed on a polyester tufted face and backed with a waffle-embossed rubber backing.

With price points at set at $24.99, the collection targets specialty stores and catalogs.