Hallmart Collectibles to Debut Alexander Julian Collection
By Staff -- Home Textiles Today, 3/6/2006
Sun Valley, Calif. —Hallmart Collectibles has become the bedding licensee for designer Alexander Julian, and will debut the new collection during the International Furniture Fair in High Point., N.C., next month.
This is 12-year-old Hallmart's first licensing agreement, according to Steven Goldstein, director of sales. The company got its start in the tapestry business, primarily decorative pillows and wall hangings. However, bedding has driven its business over the past five years, primarily in the furniture industry, Goldstein said.
The Alexander Julian collection will target the furniture world initially and will be marketed as coordinates for Alexander Julian case goods, which debuted last fall at High Point. However, broader distribution is planned for the line, Goldstein said.
“We're going to take it out of that Dan River price point,” he added, referring to Julian's prior textiles licensee.
The brand will be divided into four pricing tiers: Alexander Julian At Home, Alexander Julian Colours, Alexander Julian Studio and Alexander Julian Signature. The goal is a rich look at a livable price point, Goldstein remarked.
The collection will debut with eight to 12 comforter ensembles. The ensembles are all oversized and the 4-piece queen will retail from $249 to $399. Adding two filled dec pillows and a filled boudoir or bolster, the 7-piece queens will range from $399 to $549.
In addition, Hallmart will re-launch the Alexander Julian Water Colours sheet set program with higher thread counts (not yet finalized) and up to eight colors that will coordinate back to the top-of-bed. Also, the brand will launch jacquard and sateen sheet sets.
Hallmart's own bedding launches at High Point will include 6- and 8-piece ensembles and a 9-piece ensemble, most in multiple colorways. Pricing on 6-piece collections ranges from $249 to $279 queen and $279 to $319 king. Retail for 8-piece sets runs from $369 to $529 queen and $429 to $629 king. The 9-piece set retails at $499 queen and $599 king.
