Springs to offer line of Rockwell

FORT MILL, SC — Imagery from the popular American artist Norman Rockwell will soon be featured on a new line of Springs Industries products.

The Norman Rockwell Estate Licensing Company appointed Earthbound LLC to represent the company in a venture to include home and apparel products under the Norman Rockwell name. The Scarsdale, NY-based Earthbound, in turn, granted the license to Springs for a full line of bedding and bath products.

Although it is a production and design license, the products themselves will not be based on Rockwell's artwork. Instead, nostalgic Rockwell imagery will be used on the packaging and in advertising. The products, which are expected to ship by early next year, will be marketed under the Springmaid brand.

Although the particulars of the design, construction and color have not yet been set, Leslie Gillock, vp, brand management, said Springs will put a priority on innovation.

"The design concept is to build upon the nostalgic trend that is taking place right now and that we expect to continue for several more years," Gillock said. "This isn't about printing images on a comforter. It will be a recreation of that era using natural fabrications."

Retail channels have also not yet been determined, but Gillock said: "Rockwell's artwork has a broad appeal across all consumer groups, so the products will probably also have a broad appeal from the retailer standpoint."