Baltic Linen Taps Younger Market with Millworks LA
Home Textiles Today Staff -- Home Textiles Today, 3/17/2013 2:00:00 AM
NEW YORK - Baltic Linen Co. is expanding its Millworks LA collection. After a soft launch during last fall's New York market, the company is showing three new bedding looks and a complete line of bath accessories featuring artist Andrea Bernstein's over-scaled and graphic florals.
"We're really looking to target the 18 to 35 year old customer," noted Kevin Kuehl, president, home fashions. "It's the person looking to fill their first apartment or their first home. It's a niche that was not being addressed by us. We're excited to be working with her."
The bedding includes comforters, sheets and shams. The bath line includes accessories from lotion pumps to trash bins and coordinating towels and shower curtains.
A line of coordinating dec pillows, which can be used alone, is also part of the collection.
"We're getting some really good response with the line," said Kuehl.
Next for artful line, the company plans to add to the brand with a line of beach towels at future markets.
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