Anna's Linens Debuts Exclusive Line With Latin TV Star Brazzi
Warren Shoulberg -- Home Textiles Today, 10/3/2011 2:00:00 AM
COSTA MESA, CALIF. - Hispanic TV celebrity Domenica Brazzi will be the star of a new exclusive line of home textiles products at Anna's Linens, the 285-store value specialty chain.
The new program launched with bedding in four styles in stores and online at the end of September, to be followed by bath, home décor, window and tabletop collections.
It is the first home textiles program for Brazzi, the host of "Decorando Contigo," a popular Latin American television decorating show. Her promotional materials refer to her as "the most recognizable Hispanic female personality in the field of home décor and lifestyle."
For Anna's, the program - the first time it has ever done a proprietary licensed line - is a major step in offering exclusive branded merchandise to its customer demographic, which includes a larger number of Hispanic women. "We are offering a broad variety of styles in the line," said Carie Doll, chief merchandising officer for Anna's, based here, "which will appeal to our customers' tastes and be offered at an affordable price point. Her audience is our customer."
The four bedding collections, inspired by nature and called Orlando, Casanova, Moonlight and Nightingale, feature items that all retail for under $120 and represent the top of the Anna's mix. Bath products, including rugs, will arrive in the stores in December and January and window treatments will follow in the first quarter of next year.
"I've always dreamed of creating a line that would bring great style and value together," said Brazzi, whose shows appear on the Galavision and Univision networks. "I knew right away that Anna's Linens was the right place for my line."
Anna's will hold decorating workshops with Brazzi, the first of which is scheduled for Houston later this year. Print advertising will break the program, which will be in all Anna's stores, in the middle of October with TV scheduled to follow.
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