m.style moves into another new category

HTT Staff -- Home Textiles Today, 2/25/2013 12:25:29 PM

New York - m.style is introducing window panels at next month's New York Home Fashions Market, along with an expanded assortment of shower curtains and duvet covers.
Founded in 2009 by former Bed Bath & Beyond assistant buyer Monika Murray, m.style specializes in what she calls "fast and fearless decorating," with colorful, spirited prints. Starting with shower curtains (she did a term at Blonder Home Fashions after leaving BBB), Murray has carefully built out her assortment.
"I equate the time at Bed Bath & Beyond as college," she said. "I learned the jargon. I learned the expectations. I learned the challenges. It's a fantastic company, but I realized I was not as suited to be a buyer as I was a product developer."
With a big push from her husband - "He literally kicked my behind and said go and do this" - she got underway.
Shower curtains are custom-colored to match the best-selling towel shades of the moment, she said. The duvet covers, which debuted late last year, all feature concealed zippers and retail from $79.00 to $89.99.
"I always want my product to be better than you expected," said Murray.
m.style is now moving into to window treatments as a decorating solution. "What shower curtains do for the bathroom, window curtains do for other rooms," she said.
The company will offer four base cloths as well as grommets and tab tops. Curtains will be packaged as a pair of panels with an average retail target of $39.99, "if not less," said Murray.