Hollander Inks Deal with Iconix for Waverly Basic-Bedding Line



BOCA RATON, Fla.—Hollander Home Fashions has signed a license agreement with Iconix Brand Group for a collection of basic bedding branded under Iconix’s Waverly label.

The collection will include bed pillows, comforters, mattress pads, blankets, feather beds and fiberbeds, all to be available in both natural and synthetic fills. The retail pricing will be in a good-better-best format—with pillows in the “good” tier priced at from $7 to $8.99, “better” pillows from $9 to $10.99 and “best” pillows at $12 to $14.99.

According to Beth Mack, Hollander’s chief merchandising officer, the initial retail targets for the line will be mid-tier department stores which already carry Waverly-branded decorative bedding and window treatments. This will be an open-distribution brand which eventually could extend to retailers that don’t carry Waverly-branded products, and to the hospitality channel, Mack said.

“Waverly is a brand that extends our strategy in offering branded product and that complements our other brands, particularly Laura Ashley,” Mack said in an interview with HFN this morning. “Both Laura Ashley and Waverly are known for their florals and appeal to more traditional consumers, although we will have contemporary looks in Waverly as well.”