BOCA RATON, Fla.–Hollander Home Fashions and HoMedics have reached an agreement for Hollander to produce and distribute a line of basic bedding branded under the HoMedics name.
Beth Mack, Hollander’s chief merchandising officer, said the line will include bed pillows, body pillows, mattress pads and comforters with both natural and synthetic fills. The construction will capitalize on Flexotech, the mesh fill material Hollander introduced during the March New York Home Fashions Market, using it in different parts of each product to create comfort zones.
Exact pricing has yet to be determined, but Mack said the company anticipates that the price points will fall in the better range of the good-better-best spectrum.
Hollander will formally launch the line at the September New York Home Fashions Market. While all retailers will have the opportunity to view the collection, Mack said the company expects the distribution to be in mid-tier department stores and specialty stores. The collection is expected to reach retailers in spring 2011.
The license marks a somewhat different direction for Hollander in that it is an exclusive for the company. Its other licenses, such as Laura Ashley and Court of Versailles, are shared with other vendors.
Mack also said the company is working on plans to create separate areas in stores for the HoMedics line, which include fixturing, signage and point-of-sale materials. Hollander has also come up with a tagline for the collection, “We’re bringing a new dimension to comfort,” which will be highlighted in advertising for the line.