Hollander Home Fashions will launch its new Live Comfortably brand of luxury basic bedding at the New York Home Fashions Market.

The new brand will consist of three main labels: LC Platinum, LC Classics and LC Essentials. LC Platinum is being positioned for better department stores and specialty stores, and will have higher thread-count fabrications with design embellishments including embroidery. LC Classics will be aimed at midtier stores and will offer product with design elements at moderate price points. LC Essentials is being geared toward mass merchants, and will provide an aspirational style with value.

As part of the branding strategy for Live Comfortably, Hollander is now working on a comprehensive marketing plan for the winter 2011/spring 2012 seasons. “We will target the consumer directly and interact with them through global social and digital media,” said Jannice Cameron, Hollander’s vice president of marketing.

Cameron said “the timing is right” for Live Comfortably. “It is a time where people are re-evaluating their lives and looking into what is truly important. The comfort they feel within is what they are finding important. Consumers are no longer materialistic. They want items that carry meaning.”–David Gill