Seymour expands accents, accessories for Saks Group
By Carole Sloan -- Home Accents Today, 1/1/2005 12:00:00 AM
The success of the Jane Seymour Collection that is an exclusive with Saks Department Store Group is being expanded into decorative accessories and accent furniture.
New for spring 2005 are a bistro set, birdhouses, silk florals, cut glass candlesticks, clocks, vases and teapot base lamps. The new product areas were planned to extend the Jane Seymour reach into more gift items, with the potential of increasing in-store traffic, said Howard Winkler, senior vice president, home for SDSG.
And the home textiles part of the collection, previously only in bed ensembles, is being expanded to include towels, sheets and basic bedding that will be sold outside the designer's shops in the home textiles departments.
The expansion of these product lines is the result of "the fact that bedding continues to be the strong driver of the business," Winkler explained during a preview of the collection for spring 2005. "Better-quality fashion home textiles with newness and value as key parts of the mix are driving sales."
The success of the collection is that "customers relate to Jane, and the styling and price points are what department stores needed to get the department store customer back."
The best-selling comforter set in the Jane Seymour Collection is $450 for the queen size, he noted. What that tells him "is that we need to worry more about the fashion and quality customer who wants new and fashionable merchandise but value is still important. And as we move forward, our focus on more fashion and value will help us move up in price points."
But he cautioned against a growing retail trend — an aggressive program of cycling down of patterns, noting that of Seymour's first six patterns, two remain on the floor as strong sellers, and one of the two in the second collection is still an important seller. And overall, he noted, Elderberry from last season's collection is No. 1 in the group.
To maintain the Seymour collection from a presentation and in-stock perspective, SDSG has a service tour the stores weekly to keep the program on the mark, Winkler said.
The new collection — Grand Hotel-Mackinac Island — has three design statements: Mackinac Island, Veranda and Carriage. Mackinac uses a tree of life motif print while Veranda is a cotton/silk blend stripe comforter set and Carriage is a 400-count cotton sateen with embroidery trim and pearls and ruffles as embellishments.
Jane Seymour
This armoire is part of the Mackinac Island Group in the Seymour collection.
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