LI & FUNG LOOKS TO PLAY THE NAME GAME WITH HELP FROM ROYAL VELVET.(marketing popular brand)
HFN: The Weekly Newspaper for the Home Furnishing Network, February, 2005 by Leizens, Leticia
Byline: Leticia Leizens
NEW YORK-Li & Fung USA is banking on the popular name of Royal Velvet and hopes to market its bedding and bath products across multiple channels of distribution.
"We are betting that we can take it across channels. The brand is still strong," said Lou Casali, senior vice president and general manager for Royal Velvet at Li & Fung. "We are going to be ambitious here."
Li & Fung showed Royal Velvet bedding and bath products at the Official Pillowtex LLC showroom last week in time for the winter market. The new towel collection, its Signature line, is a step up to the current collection sold at Kohl's, while the bedding cotton and blend programs were targeted to midtier retail stores and possibly big-box specialty...
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