Unusual textures, fabrics driving sales of soft goods
Soft Goods Business Update
By Cinde W. Ingram -- Home Accents Today, 8/1/2006
Unusual textures, embellishments and patterns are driving sales in the soft goods category for manufacturers of top of bed, pillows, throws and other such comfy home accents.
"We're really seeing people who are looking for soft goods that are unique home accessories," said Judith Rose, vice president, Textillery Weavers. "Our new introductions have been extremely well received."
Rose spoke of new looks from eyelash and variegated yarns, which add dimensions to fabrics without making them heavy. Textillery Weavers experienced less competition at last month's Las Vegas market, which Rose described as a "really good show" for her Bloomington, Ind.-based company. She said it followed a strong High Point market showing.
"We have survived the purge of so many in home textiles who have gone out of business," Rose said.
Aqua blues are still the top pick for Textillery's customers followed by reds with orange and copper tones and neutrals, such as ivory, beige and gray.
Plums and purples, which appeared on runways for fall apparel fashions, will play roles in the embroidered pillows and heavily textured top of bed offerings from Ankasa, said Jodi Sandman, vice president of sales and marketing. The gap between apparel and home decor is closing fast so "you'll see similar fashionality" on soft goods for the home, she said.
As a soft goods source for well-known design talents like Oscar de la Renta and Vera Wang, Ankasa marks its first anniversary this month. Sandman described reaction to its fashion-forward products as phenomenal. "Each pillow really is a work of art," she said. Customers in the luxury niche recognize the perceived value of such pillows, which have wholesale prices ranging from $100 to $280.
Nancy Reib of Long Island, N.Y.-based Wildcat Territory also described the popularity of pale aqua/spa colors along with vivid reds. "What we're also seeing in the market are more saturated colors," she said. "I think there is definitely a trend to deeper and darker.
"I am seeing more of a return to familiar things," Reib said. "I think people are looking back to the beautiful things of the past and trying to bring in something fresh. The trick is to bring them back to a new audience in a new way."
Reib refrained from describing the look as retro, but said she has seen the return to familiar styles everywhere in the market and "all over Europe, a la Philippe Starck and his Baccarat chandelier, giving homage to great forms."
Legacy Linens will launch a separate collection of decorative pillows with exotic prints, beading and embroidery during this month's New York Gift Fair, said Jim Vivacqua, director of marketing.
"For fall we're seeing a return of deep colors and vivid, fun colors," Vivacqua said. "In texture, we have introduced a collection called Desert Sky with muted desert colors," Vivacqua said.
Arthur Viente, director of sales, said Legacy Linens' owners had recognized opportunity in the higher-end design direction prior to him joining the company two years ago. "We have geared the company toward that growth and spent time shoring up our sales" network and materials to serve the high-end niche. "We're also spending time working closer with customers and doing more what they ask." As a result, last year's sales were up 25% and this year is tracking at a similar increase, Viente said.
Top of bed products are selling well, but sales of other soft goods have leveled off, said Ridvan Tatargil, president, Chicago-based Eastern Accents.
"It is similar to last year's, but the growth is not as big as last year," Tatargil said. "Still the year is not over yet. We hear housing sales are down, but we're not really seeing an affect of it."
For top of bed, transitional leaning collections still sell well, but changes toward modern looks are underway in the marketplace. Younger consumers, more familiar with Internet use and stores like Crate and Barrel, are having an impact.
"The dominant trend is cleaner in lifestyle and the market is a little bit in transition," said Louise Traficanti, design director, Eastern Accents. "There used to be more of a gap between apparel and home furnishings but I think that has closed in. It's easy for consumers to make changes with pillows and accents in new textures and colors because they are not affecting the basic frame of their investment."
Innovative textures, reflecting eyelash or furry coat weaves, are gaining. "People like what makes them want to touch," Traficanti said.
Lydia Pomey, Eastern Accents' national sales manager, agreed the brown and green color direction and new fabric textures are driving sales. "A lot of our customers are asking for simpler beds, but they are still buying dressy sets. It tends to be about the fabric — the texture, color and weave," Pomey said.
Specialty pillows, with pieced-together or hand-painted looks, continue to be strong sellers for Eastern Accents. "Our hand-painted pillows are almost like a piece of art," Pomey said. "We also trim it out with beautiful tassels. It's the finishing touch to the room."
Eastern Accents also is experiencing sales growth in curtain panels, which consumers can hang themselves to bring the whole look together rather than having them custom-made. "They are more embellished and we're using unusual fabrics so it's a nice addition to top of bed," Pomey said.
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