Town and Country Readies Rachael Ray Kitchen Line

Line of Kitchen Textiles Includes Aprons, Oven Mitts

By Cecile B. Corral -- Home Textiles Today, 8/7/2007 12:00:00 AM

At the New York Market —

Rachael Ray won't have to worry anymore about staining her kitchen cloths with "E.V.O.O." (extra virgin olive oil) now that Town and Country Living's got her covered with a colorful apron — plus a whole slew of other brightly colored kitchen textiles, and soon-to-come table linens.

As seen in her TV studio kitchen and her all-around persona, the Food Network star is known as much for surrounding herself with cheerful colors as she is for her recipes. The renowned chef recently paired up with Town and Country, a $163 million table linens and $65 million kitchen textiles supplier, to create a collection of kitchen textiles donning the Rachael color palette for launch this market.

The table linens line is still in the works and is slated for unveiling at the February market.

Judi Alexander, Town and Country's vp of licensing and marketing, told HTT the kitchen textiles were made to coordinate with Ray's cookware, cutlery and dinnerware lines.

The components for the kitchen textiles include: a boldly colored apron with adjustable drawstrings to accommodate all sizes of cooks; cotton terry kitchen towels; scrubber dishcloths; printed kitchen towels; and printed pot holders and oven mitts.

There will be two design styles for the launch — a striped group and a contemporary floral collection. They come in four colorways — orange, blue, yellow, and green.

"It's very fun and very fresh," Alexander said.

Price points are still in development, but the line targets department and specialty stores.

Town and Country's other kitchen textiles and table linens licenses include Lauren Ralph Lauren, Laura Ashley, KitchenAid and Springmaid. The producer also supplies some prominent private label programs at discount and mid-tier department stores.

Ray's other home textiles licensee is WestPoint Home for bedding and bath.

"She has such a strong connection with the American consumer and our products help round out the total Rachael Ray lifestyle for her customers," said David Beyda, Town and Country chairman.

Shipment for the line is expected to be ready for early 2008.