Bardwil gains Lenox license
Cecile Corral -- Gifts & Dec, October 1, 2001
New York — Bardwil Linens has added Lenox to its stable of table linen licenses, which includes Fieldcrest, Royal Velvet and Charisma. The new line will debut next year, with a special room in the company's showroom here being set up to display the product.
"The addition of Lenox to Bardwil will strengthen our position as the leading table linen company in the industry," president George Bardwil told HTT. "We will continue to pursue additional licensing agreements — not to compete with, but to complement the brands we already have."
Pricing has not yet been set for the Lenox line, but distribution will be restricted to the department store channel, according to Nancy Kristoff, president of sales and marketing.
"Our distribution follows the distribution for Lenox china," she said. Even so, she noted, "There's a lot for us to take on with this license, and we'll spend years expanding on it."
The licensing partnership becomes effective in January, and the collection will be unveiled at the February mini-market here. It will include a vast line of product reflecting Lenox's own designs in tabletop.
"This licensing agreement is another important step in the Lenox companies' brand building strategy and expansion into the home," said Lou Scala, president, Lenox Brands. "Like Bardwil, we share a commitment to our trade customers and the consumer, and we are very pleased to be working with a company like Bardwil." The new collection will include many transitional solids for both formal and casual uses. It will also feature coordinating prints and woven and embroidered textiles that will complement some of Lenox's most popular patterns.
"We are excited to be partnering with the Lenox companies in expanding the Lenox legacy," Bardwil added. "The brand has tremendous growth potential, and we are looking forward to capitalizing on all the opportunities in both the formal and casual marketplace." Kristoff said that Bardwil has plans of introducing and presenting its Lenox-branded products for the winter market, which includes holiday and bridal registry programs, "in a very meaningful way" with special packaging, new displays and a strong marketing program.
"More and more [table linen companies] are picking up tabletop licenses — and do very well with them," she said. "Despite an overall casual trend, the bride is still registering for all that formal Lenox china. She can't throw a casual table linen on with that. She needs something to go with it."
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