CHF Delves into Brands

Carole Sloan -- Home Textiles Today, 10/12/2010 4:22:47 AM

Gardenia, a new bath ensemble, is designed for young adults and highlights the company’s larger rug sizes – 3-by-5 and 5-by-7.NEW YORK - CHF Industries is moving into the brand arena even further than its already is, and in some cases changing its approach to the design and marketing in some brands.
     For CHF, "business at the top end is really strong, and we see it as really growing," Frank Foley, ceo remarked. Kate Spade and Marc Ekco are set to join the company's brands with launches planned for spring.
     The family of brands includes Donna Karan Collection, and the designer's Essentials and Pure programs as well as two levels of home textiles in DKNY. DKNY will be refreshed in design and merchandisng.
     "With DKNY we have been fashion leaders," said Joan Karron, evp, "and we will continue that as our mission. DKNY is a fashion driven brand. Our mission is to stay ahead of the pack with a different approach as well as some core items in the second generation. We will revisit our design leadership."
     For each brand there is an independent marketing team at the brand "but most of the development is with us and then run through the brand," Foley explained. That allows for advertising, social media, in-store, signage, and training to follow the pattern of the brand's concept. "This assures that a very significant level of public relations, advertising and consumer response that the participants are the target customers" for the specific brand.
     For the Kate Spade collection, "it's coinciding with the revival of mid-century modern like the 60's," observed Karron. "It's a classic style with a David Hicks focus in the color palette.
     As for Mark Ecko, "there's a cut and sew approach to the brand for department stores that is tailored cloth for sportswear; and a Mark Ecko Unltd approach geared to young adults with the signature rhino as the logo," Foley commented.
     In the CHF bath line, stripes, jacquards, and embroideries are the key fabrics and embellishments with the color palette using gray as the new core with black, purple and green combinations as well as seafoam. Shower curtains, accessories and rugs are shown in collections.
     The designs are geared for a younger customer, and "they are extremely fickle. The cycle is so painfully rapid, this customer gets bored fast," Foley noted.
     New to the line are wool rugs from India geared to the bath segment but in sizes suitable for other rooms - 5-by-7 and 3-by-5.
     In window coverings, a CHF strong suit, new fabrics and treatments offer fresh looks with contemporary moving in to replace some of the classic fabrics and treatments. Even traditional looks are perked up with colors like gray and copper and a modern take on fringe trim.
     The tween/teen market also is a focus this market for the window area with colors like lavender, fuchsia and purple mixed with aqua, yellow and green.