BedWear suits NY market just fine

TORONTO — Some of us may start the day with a favorite suit, but BedWear by Lee Wilder, a new company showing at the recent New York Home Textiles Show, would like people to end the day with one, too, with its new "bedding wardrobe."

Three former interior designers from Toronto teamed up to create the new company, which centers on several baseline suiting fabrics, complemented with apparel fabrics and accessories and divided into five groups: EveningWear, BusinessWear, CasualWear, WeekendWear and UrbanWear.

"This is not the typical bed," said Lori Wilder, designer. "Someone can dress it up or down, or make it masculine or feminine."

Alison Smith, who is in charge of media and marketing, added, "We saw an opportunity in the market. This collection has a lot of clean lines, and there's not a lot out there like that."

The third partner, David Macri, oversees operations.

Each bed carries the basic elements of 350-count sheets, duvet cover, Euro and standard shams, skirt and throws, with its signature pieces being the baguette and bolster pillows. The materials used — which can include jersey, velvet, satin, suede, leather and faux furs — depend on the collection. Businesswear, for example, uses houndstooth for a masculine look, while for a more glamorous look Eveningwear has satin and beading.

And the collection received notice. A tie-dyed sham and beaded baguette pillow from the WeekendWear collection won one of the Best New Products awards at the show.

All suiting fabrics are the same price, though the decorative pillows boost the price, Wilder explained. A complete BusinessWear bed, for example — which would include a queen duvet, 350-count sheets and cases, two standard and two Euro shams, skirt, and throw — would wholesale for $599.