Halston enters home textiles arena

By Staff -- Home Textiles Today, 4/28/2003 12:00:00 AM

NEW YORK —

Halston is the latest fashion brand to lend its name to the home textiles arena, and its new top of the bed collection hit Bed Bath & Beyond within the past week.

The collection is produced through an agreement with manufacturer Design Textiles International USA, Charlotte, NC, which also has the license to manufacture towels, bath accessories, shower curtains, decorative pillows, throws, window, place mats, napkins and outdoor furniture.

"We are actively pursuing the home area; it's part of the reemergence of Halston," said Kathy Landau, vp, Halston LLC. The company will now broaden its reach and focus on becoming a lifestyle brand, instead of a woman's apparel brand, and the Bed Bath & Beyond introduction is "almost a tease of what's to come."

The launch at Bed Bath & Beyond targeted a select group of "luxury-driven units," said Richard Allen, ceo, DTIUSA, in Los Angeles, San Francisco and Dallas, as well as here. Along with the comforter and duvet sets, it also sold the retailer a coordinating sheet line, he added.

Though the collection dominated one of the window displays outside Bed Bath & Beyond's Manhattan store on Sixth Avenue, inside the launch was less obvious, with only a smattering of product available. Two patterns, both of white embroidery on a white ground and representative of the recently launched Halston Couture evening wear line, were found in the bedding area. The Jacqueline Embroidery pattern, placed on one side of a standalone display, was of stripes along with vine embroidery on 270 count cotton. Queen and king duvet sets ($229.99 and $259.99, respectively), Euro shams ($49.99), boudoir and 18-inch square pillows (both $39.99 each) were available.

Located in the comforter section, Chantilly had floral embroidery on cotton sateen. Displayed from floor to ceiling, queen and king comforter sets ($299.99 and $349.99 respectively), and square toss and boudoir pillows ($39.99 each) were available.

DTIUSA added that it is discussing the Halston line with other retailers as well. Home Depot's Expo Design Centers have had more than 30 skus in window since September, said Allen.