In what is a pivotal moment in the company’s history, Hollander Home Fashions will highlight both its assumption of the Ralph Lauren basic-bedding license and its new showroom at the New York Home Fashions Market this month.
The basic-bedding giant has become the licensee for Ralph Lauren for bed pillows, comforters and mattress pads, taking over that role from WestPoint Home. The line will take its place alongside Laura Ashley Home, Court of Versailles, Royal Velvet, Waverly, Obusforme and HoMedics in Hollander’s roster of licensed programs.
In addition, the company will debut its new showroom, located at 440 Park Ave., New York, on the 10th floor. Measuring 10,000 square feet, the new space is slightly smaller than the one it held at 1071 Sixth Ave., which it had occupied since 1993.
The space will be designed to differentiate each of Hollander’s brands—which, along with the licensed groupings, include Arctic Feather and Down, Dreamscapes, Flexotech, Healthy Home and Live Comfortably, among others. Each space will have its own branded environment, which will not only maintain the loft style of the showroom but also present each brand in its own customized space.
For example, the Ralph Lauren space will feature that brand’s traditional style and furniture. In the Laura Ashley section, one will find the Laura Ashley style throughout. The Live Comfortably collection will be given a modern setting, using white leather and chrome pieces to reflect both the beauty and simplicity of the products.
An early adopter among home textiles vendors of digital media, Hollander will also place six 46-inch screens throughout the showroom, which will display each brand’s digital advertising, product reviews, technology information, photography and video.
Chris Baker, Hollander’s CEO, said, “Our entire sales and marketing group is eagerly anticipating September market week. Our new showroom is beautiful and provides an excellent venue to showcase our products and brands.”—David Gill