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Silver maker hopes to strike gold with new table linen collection

By Cecile B. Corral -- Home Textiles Today, 4/30/2001 12:00:00 AM

WHITE PLAINS, NY — Further expanding on its fledgling home textiles business, Christofle, the 170-year-old silver, crystal and porcelain manufacturer, is introducing a new collection of table linens at the New York Tabletop Market this week.

The new collection is one of two the company will introduce this year as the latest additions to its existing line, which was launched in 1994.

"We are now consistently introducing two collections per year — one in the spring and one in the fall," said Alyson Broads, vp, marketing for Christofle Silver Inc., the company's North American subsidiary. "Each collection includes a damask plus a place print in complementary colors and patterns for formal and casual dining. And the colors respond to porcelains we are introducing at the same time."

This season's new collection includes the Lettres and Ecriture lines, both featuring designs and patterns inspired by silver engravings found in silversmith techniques and soft colors palates with sheen. All of Christofle's table linens are cotton or cotton blends, have mitered corners and are imported from Italy.

Lettres is a cotton damask with a matte finish. Tablecloths are available in four sizes — 71" x 71", 71" x 106", 71" x 126" and 102" round — and napkins are 22" x 22". Price points range from $235 to $400.

Ecriture is a cotton voile with a sheer feature. Tablecloths are available in three sizes — 51" x 51", 71" x 71" and 71" x 106" — and napkins come in a 8.5" x 18.5" size. Price points range from $99 to $185.

The new line will be sold at the 74 Pavillon Christofle stores worldwide, 14 of which are in the U. S. and Canada.

The line is also targeted at major department and specialty stores.

Table linens, the company's smallest and newest category by decades, makes up about 5 percent of Christofle's entire offering.

"The category is expanding every year," Broads said, "and we are increasing it more and more. It fills out our offering. Table linens aren't just a backdrop from an artistic point of view; they tie the entire table together. With our beautiful silver, we realized table linens were the best backdrop for our silver. It's our responsibility as manufacturers to provide all the elements for the table."

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