Ashvyn to debut lines at N.Y. show

By Staff -- Home Textiles Today, 3/8/2004 12:00:00 AM

LONDON —

A nine-month-old home textiles development firm will launch its first lines for the U.S. market during the New York Home Textiles Show later this month.

Ashvyn is positioned as a mid-level core basics brand for independent retailers and smaller department stores, according to A.L. "Ram" Ramachandra, director of home textiles.

"The boutique specialists have lost the big suppliers for their basics. And these are people who are serving a customer who wants a good product," he said.

Ashvyn is targeting its collections toward the States because, "The U.S. market is the best educated about quality," he said. "The consumers also have a strong attitude about decorating the home, a more individual expression." Eventually, he added, the collection will debut in Europe.

The launch collection will include solid-color sheets, quilts, blankets, coverlets, as well as embroidered top of bed and jacquard damask top-of-bed offerings.

Sheets will be sold open stock and will retail around $50, depending upon the retailer's thread count preference. Constructions include percale, embroidered sateen and textured solids. All will be woven of Supima cotton, except the percale. The initial palette will span 12 colors, according to Alix Paver, brand consultant.

"We've created a balanced palette with very straight-forward complementary colors," she added. "The palettes will change seasonally with the fashion trends. But because these are basics, there will also be consistency from season to season."

The products will be produced in India by VTX (Vijayeswari Textiles Limited), a 50-year-old textiles manufacturing operation with which Ashvyn has forged an alliance.

Ashvyn will kick off the collection during the New York Home Textiles Show at the Jacob Javits Center. The company is already looking toward the October market, when it will launch a bath program.

"We are not looking at doing bath in a terry way," Ramachandra said. "We are looking at some of the best hotel linens."