Sure Fit widens scope
By Staff -- Home Textiles Today, 4/21/2003
NEW YORK — Slipcover supplier and retailer Sure Fit has expanded into fashion bedding and coordinate categories as it pursues a strategy to become a total home products resource.
The company introduced four beds during the spring market earlier this month, along with window treatments, decorative pillows and throws.
"Our message to the retailer is, "We've evolved,'" said Rick Platt, senior vp of sales. "As we considered how we would grow, we decided to tap our internal expertise first. What's the logical extension from fabric? Duvets and window."
Approximately $30 million of Sure Fit's $170 million in sales last year were generated by dining chair covers and dec pillows that coordinate back to core slipcover designs, he said. Sure Fit's target for 2003 sales is $206 million.
In the fourth quarter, the company launched coordinate window programs in its consumer direct catalog and Internet channels, said Linda Schropp, vp of designs. It hopes to begin rolling out window at retail in the fall at retails of $39 to $49 per panel.
At the recent market, the company also broadened its dec pillow offerings, adding new sizes, more silks, more embellishments and trims, corduroy, suede and patchwork looks as well as leather trims.
Sure Fit's overall design direction cued off texturization rather than jacs or prints, with the emphasis on casual living and natural colors.
The company introduced its bedding program in cross-merchandised vignettes, often alongside a coordinating slipcover or dining chair cover construction. Retail on a full/queen duvet ranges from $99 to $130.
The natural-hued Sure Chenille duvet was trimmed in corded braiding, with fully finished shams with button closures as well as trellis embellishments to the window panel.
Sure Fit's denim duvet features flower embroidery and a pieced pillow coordinate along with an embroidered window panel. A coordinate 50" x 60" throw is constructed of an embroidered faux suede front with a denim reserve.
The Laura duvet employs delicate stitch-work on gold ground with a braided trim and bullion fringe on the dec pillow. The window tab top window pairs with window scarf.
Quilted latte faux suede duvet featured a contemporary patched design. Whip-stitching embellished quilted shams as well as a coordinating chair slipcover, tab top window panels and sofa slipcover.
