Springs houses many brands
By Marvin Lazaro -- Home Textiles Today, 10/14/2002 12:00:00 AM
AT THE NEW YORK MARKET —
Bringing many of its recent acquisitions together, Springs Industries has rethought its market presentation and subsequently remodeled its showroom to reflect its image as a one-stop shop for both retailers and consumers.
Springs' new opening statement for its showroom — presented through the use of a faux house — is a presentation of how all its products, from its Beaulieu Rug division to its Springs window division, its Regal bath rugs division to its own stable of core bedding and bath, and from both domestic and foreign sources, can be integrated.
Coordinating and complementary products from all of the divisions, including licenses, are showcased in the "home," which includes a foyer, guest room, living room, kitchen, kids room, baby room and master bedroom and bathroom, each of which uses a variety of Springs supplied, manufactured or licensed products.
While the breadth of the products shown is not available across all retail channels, Springs' message is clear. "There is no question we can decorate every room in the home — every color, every design theme. This is a building story for us," Nancy Webster, senior vp of creative development, told HTT.
The acquisitions of Burlington House and Beaulieu Rugs have also led to dedicated showroom space for each division, as well as an area where the bedding, soft window and area rugs are presented together as complementary offerings. "This is where we're showing how everything works together," Webster said.
Although Burlington no longer exists as a company, Springs is keeping the Burlington House name alive through the bedding line. Thirteen ensembles are new, with three each for the Absolute Bed-in-One and Bed-in-One sets and seven for the upper tier of styling.
Although the design concept for Burlington remains largely familiar, Springs has opted to upgrade and change some aspects. The Absolute Bed-in-One sets now reflect a more contemporary styling, Webster said, and the sheeting has been upgraded to a 270-count cotton sateen from the original 230-count. However, retail prices remain the same at $279 for a queen and $299 for a king. The Bed-in-One set remains the opening price point for Burlington — $149 for a full to $199 for a king — and its sheeting remains at 220-count cotton. The sheets for the upper tier of Burlington House bedding have also been upgraded, from a 270-count sateen to a 300-count. Price points have been set according to construction, which includes highly detailed looks and increased styling.
Springs' core Wamsutta Bedroom Solutions set is increasing its range to include twin and full sizes. Six looks are new, all with more formal looks and an upgrade in sheeting from 220-count cotton to 270-count printed sateen.
"We had to differentiate the Bedroom Solutions line from Burlington House since the two had been in competition with each other," Webster said.
The 400-count luxury sateen solid sheet line has been supplemented with the Stratford luxury silk quilt in queen and king sizes only with prices start at $159. Webster said the palette for this line will expand as Springs and its customers get a bead on what colors sell well.
A new non-solid solid sheet line is also displayed on the showroom floor. Sateen Expressions is a 300-count sateen offered as open stock and retail prices range from $39.99 for a queen flat or fitted. The palette, explained Donna Hein, team leader for Wamsutta bed and bath, is very enriched and saturated and "all about shine vs. matte." Two top-of-beds are being offered to complement the program with several color options available.
The Craftique line is undergoing changes, as Webster said Springs suffered from a mild case of sticker shock when it initially offered the line to retailers. Instead of bed-in-a-bags, the line has been reconfigured as comforters sets ($249 for a queen) and sheets sets ($129 for a queen). Five beds are new, each now more highly styled thanks to piecing, embroidery and applique.
The styling of the 60/40 Pima cotton/polyester Artistique line has been upgraded to reflect more of a bed-in-a-bag approach, as a result of the inclusion of a dust ruffle. More surface interest has also been applied to the line.
A line of Artistique promotional quilts has also been added under both the Springs and Burlington House labels. The Springs quilts are merchandised as sets (shams and a quilt) for $39.99 retail, while the Burlington line is open stock for $59.99. Norman Rockwell and Warren Kimble quilts are also new, as are three quilt ensembles under the Wamsutta label for $139 all size.
In the bathroom, Springs has changed the positioning of its presentation to include galleries of products. Towels, bath accessories/shower curtains and bath rugs each have their own area.
The Centennial towel line has had its palette and product collection slightly altered. Fewer brights are now being offered, while jacquard constructions and non-solid solid looks have been added. "This is a merchandising story," said Webster, who added that Springs was "growing this business" and had placed Centennial with several retailers.
The bath rug gallery showcases the new Centennial Elite bath rug, which includes several different constructions and patterned looks. Catering to the spa look is a collection of 21" x 34" indoor/outdoor wood mats priced at $39.99.
"We feel strongly about glass and the look of glass," Webster said about the bath accessories gallery, which is showcasing other looks such as metal, stone and wood. All of the products are offered as open stock. "There's lots of innovation and different materials used here."
The freestanding shower curtain line reflects plenty of apparel-influenced looks, while the rug area includes a sit-down presentation.
The window showroom, following the gallery approach, has been divided into six different trend areas —glamorous, romantic, relaxing, graphic, organic and café tiers. Since the Burlington name is long established and has gained a loyal following in soft window coverings circles, Webster said a decision had not yet been made regarding the labeling of the line.
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