Trade Am grows chenille bedding
By Cecile B. Corral -- Home Textiles Today, 8/20/2001 12:00:00 AM
NORCROSS, GA —
Home textiles manufacturer and importer Trade Am is in the process of expanding its chenille bedding line after it tested successfully in April as the company's newest category.
In time for the upcoming New York Home Textile Show in October, Trade Am, based here, will introduce four more patterns for the collection, bringing the total to seven patterns.
"We kept it low-key at first because we wanted to test it," said Cecil Adams, creative director. "But for a company that was never in the category before, we think we've done well."
Adams explained that Trade Am, originally a rug manufacturer and importer, was successful with its chenille floor cloths and as a result two years ago decided to also get into other home textile categories where chenille would work — throws, decorative pillows and tabletop. Today, traditional area rugs occupy 50 percent of Trade Am's business, and the rest is made up of its other home textile categories, which now includes some bath collections.
"It was all a natural progression," Adams said. "Since we already have extra wide looms to work with, bedding was the next logical step."
Trade Am's bedding targets the specialty and department store customer. Price points average $499 for a queen set, which includes two queen shams, two Euro shams, a duvet cover and a bed skirt.
In preparation for next year's spring market in April, Trade Am will further enhance its bedding offerings to include another new coordinating category, window treatments. Also new will be new constructions, including cotton, wool and silk blends.
Next year, other bedding line enhancements will include the addition of embellishments — beading, embroidery, trims and other features.
"We wanted to start out doing what we know best, which was with chenille," Adams said. "But our goal is to decorate the entire bedroom with Trade Am. The idea is that we want it to be all about romance."
Somewhat higher price points are projected for the 2002 collections, Adams warned, but "not significantly higher." A queen-size collection that normally sells for $499 will be bumped up to a $549 price point due to the new constructions and embellishments.
"Our goal is to add as much to the category without raising our prices too much," Adams added.
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