by em Builds its Brand

Home Textiles Today Staff -- Home Textiles Today, 5/5/2011 5:11:26 AM

by em’s founding team, Emile Vidmar and Dimitra Angelis, came to market with a bevy of hip new collections, including “Dejay” seen here below.NEW YORK - Two-year-old bath accessory company by em has branched out and built its brand in time for market earlier this month.
     Company founder Emile Vidmar said a licensing agreement is in the works to create bedding designs under the by em name. A new bedding design that coordinates with the Ozone collection was shown at the New York Home Fashions Market this month.
     The Ozone collection has done well with retailers in presales, Vidmar said. He was unable to name the bedding manufacturer because the agreement is not yet finalized and the design is a trial run, he said.
     The company also recently added full bath collections - coordinating shower curtain and accessory lines. More than 20 collections will be introduced at market, Vidmar said, including Amazon and Bliss.
     The company also has several new Aurora Illuminates, patent-pending illuminated bath accessories, an innovation that uses LED and sonic technologies to light up lotion dispensers, toothbrush holders and tumblers with a simple tap. Collections such as Mirage, Arctic and Kabana boast these effects.
     Current retail prices are in the moderate range, Vidmar said, and existing products can be found at Sears and Bed Bath & Beyond.
     Products from by em have a modern feel. The designers favor optical illusions and this season experimented with frosted and frosted gradients. Prototypes of these can be seen in the New York showroom.
     "We have a bold graphic style," Vidmar said. With the shower curtains, "We try to create sense of movement with our imagery. Other manufacturers show a repeat panel but we show full-panel art," Vidmar said.