GDA Staff -- Gifts & Dec, April 14, 2003
New York — Leading slipcover supplier and retailer Sure Fit has expanded into fashion bedding and coordinate categories as it pursues a strategy to become a total home products resource.
The company introduced four beds during the spring market earlier this month, along with window treatments, decorative pillows and throws.
"Our message to the retailer is, 'We've evolved,'" said Rick Platt, senior vp of sales. "As we considered how we would grow, we decided to tap our internal expertise first. What's the logical extension from fabric? Duvets and window."
Approximately $30 million of Sure Fit's $170 million in sales last year were generated by dining chair covers and dec pillows that coordinate back to core slipcover designs, he said. Sure Fit's target for 2003 sales is $206 million.
In the fourth quarter, the company launched coordinate window programs in its consumer direct catalog and Internet channels, said Linda Schropp, vp of designs. Sure Fit hopes to begin rolling out window at retail in the fall at $39 to $49 per panel.
At the recent market, the company also broadened its dec pillow offerings, adding new sizes, more silks, more embellishments and trims, corduroy, suede and patchwork looks as well as leather trims.
Sure Fit's overall design direction cued off texturization rather than jacs or prints, with the emphasis on casual living and natural colors.
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