NEW YORK–Springs Global used this week’s home textiles market to announce major initiatives for the Springmaid and Wamsutta brands.
The company said it would relaunch Springmaid, which celebrates its 80th anniversary in 2009, for the September market. According to a Springs Global statement, the brand “will cross all channels as a complete home decor brand.” Edward Cardimona, Springs’ chief global creative officer, said in an interview with HFN yesterday, “Our intent with this effort is to broaden the distribution of the brand. We believe there is a place for a national home decor brand.”
“In recent months, we have done a thorough self-reflection of the Springmaid brand and conducted extensive consumer research,” said Tom O’Connor, president of Springs Global U.S. “The results of this review are reshaping the Springmaid brand in an exciting way and showing how it can better fit into consumers’ lifestyles.”
The statement said the look of the new Springmaid will be “one that retains its simplicity, yet is smart and iconic in a contemporary way.” The designs will be “casually comfortable,” said Mette Odom, Springmaid brand director.
Of the Wamsutta products introduced this week, Cardimona said, “Look at it as a relaunch of the brand. There has been more innovation for the brand this market than ever before.” Included in this product array is Wamsutta Essensuals, described as the first sateen weave for a blended sheet; Wamsutta FresHome, a 300 thread-count sheet grouping treated with a proprietary Sanitized technology that controls the growth of bacteria; an extension of the Wamsutta Dream Zone program of 500 thread-count Egyptian cotton sheets; and the revival of Wamsutta Pure, a 300 thread-count, 100 percent cotton sheet program.
“We’re being more ebullient about the brands we offer,” Cardimona said.