Lacey and Dockers rock rugs
By Cecile B. Corral -- Home Textiles Today, 3/22/2004
CARTERSVILLE, GA. — Lacey Mills and Dockers have paired up to create a new branded line of bath, accent and area rugs that are set to hit specialty, mid-tier and department store shelves starting in June.
Under the Dockers Home brand, Lacey Mills designs, manufactures and/or imports and markets the bath, accent and area rugs, which are made to fully integrate with the brand's existing bedding and future bath ensembles.
Lacey Mills' line commences with six to eight bath rug styles — most of which are made of 100 percent cotton (a few are made of nylon) — and 10 to 12 accent and area rugs — made of denim, chenille, faux suede and other fibers. The rugs range in size from 21-by-34 to 5-by-8.
The accent and area rugs have been designed to directly coordinate with Dockers Home's bedding collections, which licensee American Pacific launched last spring. San Francisco-based American Pacific is also the licensee for Dockers Home's bath line, but the towels and bath accessories have not yet been created.
When these bath product collections launch at a later date, they will be made to coordinate directly with Lacey's bath rugs for the brand, said John Ordoña, spokesman of San Francisco-based Dockers Brand.
"We felt that Dockers was a very good addition for us," John Hale, vice president of sales, Lacey Mills. "Levi Strauss & Co. (which owns the Dockers brands) has always been a symbol of durability, quality and value, which we think is synonymous with Lacey Mills."
Lacey Mills is also the bath rug licensee for Ralph Lauren Home and Veratex.
Added Bill Stewart, vice president, marketing, Dockers Brand U.S. "Through our partnership with Lacey Mills consumers, we will now be able to enjoy the hallmark benefits of the Dockers brand in bath and accent rugs."
Aside from bedding, bath and rugs, the Dockers Home Collection also includes utility bedding by Pacific Coast Feather and luggage by Olivet.
The brand is currently exploring opportunities to expand its home line.
"We'll continue to look for opportunities in other areas where it makes sense and we can carry through the characteristics of our products," said Ordoña. "It makes sense for us at this point to continue expanding."
