Other categories expand at Beacon

By Staff -- Home Textiles Today, 6/23/2003 12:00:00 AM

TEANECK, NJ —

Although the window business remains dominant at Beacon Looms, the manufacturing and import company is rapidly growing other product categories including table linens and shower curtains, with its decade-old bedding business now the fastest growing component of the company.

Beacon now does more than $10 million in bedding, most of it imported from China through a manufacturing alliance there. While the company as a whole is posting double-digit sales increases, the bedding business has accelerated at a compounded 25 percent growth rate over the past four years, ceo Sy Sadinoff told HTT.

"We're not looking for tonnage — where you do the same thing everyone else can do, only for a dollar cheaper," he said.

Beacon looks to fill design holes in its target accounts' assortments and specializes in converting apparel fabrics into bedding designs, according to Bob Lamken, senior vp of sales and merchandising. As a manufacturing company, Beacon also works with its overseas partner to improve production efficiencies, Sadinoff added.

While bedding grows steadily, Beacon also is working to build its table linens business, which launched two years ago, by leveraging its U.S. manufacturing base. In addition to tablecloths, the line includes toppers, runners and doilies.

"We've got the flexibility to make anything in any size in any pattern," said Jonathan Sadinoff, director of strategic planning.

Beacon's latest venture — shower curtains — also taps its manufacturing core for raschel and lace constructions. The import division is used for embroidered constructions, voiles, monofilaments, yarn-dyed plaids and brush twills. The assortment hews to the mid-price range of $14.99 to $15.99.

The shower curtain initiative, which debuted in fall 2002, also moves Beacon in the direction of fully coordinated ensembles for bed, bath and window, Lamken noted.