Berkus Collection Bows at Linens 'n Things
GDA Staff -- Gifts & Dec, September 26, 2005
Linens 'n Things has created a cross-merchandised store-within-a-store to showcase its proprietary Nate Berkus collection, which rolled out across the store base last week.
In most stores, the department's back wall runs about 12 feet. In the Totowa store, the presentation was slightly larger, about 16 feet across. All doors carry an 8-ft. run of towels cross-merchandised with a few bath accessories coordinates.
All stores carry the six introductory bedding patterns, with 80 percent of units showing four display beds and the remainder two.
Nate Berkus window treatments and area rugs, also used in vignettes within the showcase section, are sold within their classification departments. In some stores, Berkus lamps are also sold in classification departments.
An interior designer, Berkus is best known to the American public as “Oprah's designer” due to his many appearances on the Oprah Winfrey Show and regular contributions to O at Home magazine. His debut collection with LNT encompasses more than 600 skus, including bedding ensembles, comforters, sheets, throws, decorative pillows, towels, rugs, tabletop, lamps, decorative accessories and candles.
Linens 'n Things' Web site, www.lnt.com, carries some items not available in stores — such as 8-by-10 area rugs and 95-inch window panels. Duvets, which are not offered in all doors, are also offered on the site.
The collection's core sheet is a yarn-dyed jacquard, 300-count cotton sateen with a deep-pocket fitted sheet. The queen set retails for $99.
The core bath towel is a ring-spun cotton measuring 35-by-66 inches. Available in 12 colors, it retails at $11.99.
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