• Jennifer Marks

CHF forms brand JV with Irish/UK fashion house

Will distribute Bedeck brands in U.S. while Bedeck brings CHF brands to Ireland, UK and Europe

CHFZiba, from the Bedeck 1951 brand CHF is now distributing in the U.S., features a reversible duvet cover, embroidered ikat toss pillow and quilted throw with sequin detailing.
At the New York Market – CHF’s brands will soon be travelling across the pond under a new joint venture with Bedeck, the Belfast-based designer and distributor of fashion bedding and towels.

Under the arrangement, CHF becomes the distributor of Beck brands for the U.S. market. The partnership launched this week with the debut of Bedeck 1951 bedding in CHF’s showroom.

“This is a new step for us,” CHF chairman and ceo Frank Foley told H&TT. “Bedeck’s design development is spot on.”

Both CHF and Bedeck are family-owned businesses that began as manufacturers and adapted to the off-shoring of production. Their taste levels and price points fit into the same range, and both home textiles firms use some of the same production resources. Bedeck also operates its own branded shop-in-shop in most House of Frasier stores in the UK and Ireland.

“All the patterns for our designs come from our studio and our archives,” said Gary Irwin, joint managing director of Bedeck. “There’s a good vide between the two companies.”

Bedeck will launch CHF’s DKNY brand in the UK and Ireland first, with an eye to European expansion. It will then follow up with CHF’s Peri and MIcroscupt brands. And as Bedeck is primarily a bedding supplier, CHF will develop bath and window products for Bedeck brands.

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