Bardwil, Dena Designs partner for bath and kitchen collections

HTT Staff -- Home Textiles Today, 2/7/2013 2:11:33 PM

New York - Already serving brides and newlyweds with its Lenox line of table linens, Bardwil Linens is looking to court the Millennial generation with a casual and whimsically cohesive collection created in partnership with Dena Designs.

Bardwil will unveil its new Dena program for bath and kitchen textiles during the New York Home Fashions Market in March. The two parties inked an exclusive licensing deal in late 2012, and the plan is to roll out the first round of products to retail by spring and summer.

For bath, there are three coordinate groupings, initially, with several other design options on the table for review.

Diamond, a flame-stitch style blue and aqua story, comprises three towel styles: a terry with embroidery; a printed set; and a jacquard with embroidery. The other components include shower curtain hooks, a printed and embroidered shower curtain, a tufted rug, and ceramic accessories.

Ikat is an all-over floral pattern in pinks and lime greens with a touch of aqua. This grouping includes two towels collections: a printed floral, and a jacquard embroidered set. The shower curtain is printed and embellished with frill trim, rug is tufted with a pleated fringe, and the accessories here are also ceramic.

Ankara comes in two towel styles - a woven jacquard with fringe, and a solid embroidered style with a jacquard border. The rug is tufted with ruffle, and the grouping also includes accessories, hooks, and a shower curtain.

Bardwil has also created a solid-colored bath towel collection that marries in color across the Dena bath program.

In kitchen textiles, Bardwils Dena collection is fashion-oriented and bedecked with dressmaker details -meant to achieve a "girlie" and hostess-type looks, explained Susan D'Arcy, svp of design.

The components include solid colored towels, decorative towels, potholders, oven mitts, drying mats, and aprons "with lots of embroidery, prints, applique. There's a lot of mixing and matching of patterns," said D'Arcy.

Price points are still being set, but Bardwil's vp of sales, Darrel Druckman, said the plan is to keep them moderate - another part of the company's strategy to appeal to Generation Y types who are in their 20s and 30s and earning on average middle level incomes.

"We're adding the little extras to the product while carefully maintaining cost levels within a mid-range," he explained.