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PULITZER REPRISE; DAN RIVER'S RELAUNCH OF THE BED AND BATH LINE IS GOING BEYOND PRINTS THIS TIME.

NEW YORK-This time around, it's not all print for Lilly Pulitzer.

Dan River, the house of print bed-in-a-bags and manufacturer of the iconic Palm Beach-styled Lilly Pulitzer Home, has relaunched the line in time for the September textiles market. The new version of the line, first introduced in 2000, uses a variety of fabrications.

"Construction is different; not all are about prints," said Geri Wetmore, vice president of lifestyle brand marketing and new business development for Dan River, of the new offerings.

A preview of the line showed varied constructions for its top-of-bed, including slub-woven on oxford cloth, pique with embroidery, poplin cotton, cotton and rayon blend. Prints, however, continued to be an important part of the program. Print designs for duvets and comforters were on 300-thread-count ringspun cotton. The collection includes six bedding ensembles, which include quilts; 300-thread-count ringspun cotton sheets and pillowcases.

The collection also includes decorative pillows; window treatments; knit throws; bath towels; rugs; and ceramic bath accessories.

The relaunch of the Lilly Pulitzer line is the first of the three shots Dan River is firing to build on its department and specialty store business. Louis Casali, vice president of sales, said the mill is redeveloping the Watercolor line of Alexander Julian and adding a new program in its affordable luxury brand, Supreme Dimensions.

There is also a new pricing structure for Lilly Pulitzer. Instead of topping Tommy Bahama, where it was positioned at first launch, prices can now be compared with Ralph Lauren, Calvin Klein and Donna Karan, Casali said.

New constructions and six new colors are to be unveiled this market for Julian's Watercolor collection. Among the changes are mitered comforters; upgraded sheets from 220-thread-count cotton to 300-thread-count ringspun cotton; deeper pockets for fitted sheets, from 14 inches to 16 inches; and a downlike fiberfill for the comforter. With all the improvements, prices are going down, not up. Casali said a queen-size comforter will be offered for $99.99, down from $139.99.

Supreme Dimensions, which is hitting the retail floors now, has also been given attention with a new program called Classic. A classic floral design, as well as a menswear pattern, was represented in the bedding assortment.
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Author:Leizens, Leticia
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Aug 25, 2003
Words:364
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