Dan River expands Lilly line

By Michele SanFilippo -- Home Textiles Today, 7/28/2003 12:00:00 AM

NEW YORK —

Dan River Home Fashions recently unveiled an expansion of its Lilly Pulitzer Home collection, which it will introduce at the fall market. The new line, originally launched in April 2000, will feature a further developed signature collection; expanded distribution into more signature stores, department stores and luxury specialty shops; broader product assortment; and a new home décor palette.

The line will feature all-new decorative top-of-bed construction with specialty woven fabrics, throws, rugs, coverlets and ceramic bath accessories. There will also be additional patterns with towel coordinates added to the current stock of six patterns. Dan River confirmed that price points will change once again as part of this expansion.

Jim Bradbeer, president, Lilly Pulitzer, said: "We're thrilled with the results of our initial entré into the home furnishings market. Now... we're poised to take our efforts to the next level. We look forward to continuing servicing the Lilly-lover and to reaching new consumers through expanded distribution."

The line has become known for its vividly colored prints with whimsical themes. Currently 20 of the 49 Lilly Pulitzer signature stores sell the line, such as the Snappy Turtle in Delray Beach, FL; Good Night Moon in Dallas; and Gracious Home in New York. Lilly Pulitzer is also sold in some major department stores and in approximately 15 luxury boutiques. In addition, Lilly Pulitzer offers apparel and ladies' footwear.

According to Dan River president Tom Muscalino, "We've been eager to reach this point in our launch strategy from the very start. Lilly Pulitzer is a brand that has a unique history and a very loyal consumer following. We see the resort lifestyle influencing home design across the board so we believe our timing is just right to take the brand to expanded lines of distribution."