Waterford Goes Lux in Leather, Jewelry, per 'Lifestyle' Push

Brandweek, Oct 16, 2000 by Christine Bittar

Waterford Wedgewood, on a rapid expansion kick the past several years, will extend its offerings with a line of executive accessories and a national rollout of Waterford costume and fine jewelry following a successful year-long trial in 50 U.S. stores.

Separately, the company confirmed talks regarding an acquisition of the high-end Coach brand of accessories from Sara Lee.

The initiatives continue Waterford's ongoing efforts to parlay its heritage as a premier crystal/china manufacturer into a broad spectrum luxury-lifestyle brand. The tact, however, has been more common among designers branching into household goods, such as Ralph Lauren, Tommy Hilfiger, Calvin Klein and Martha Stewart.

Waterford's executive accessories will include wallets, backpacks, tote bags, portfolios/briefcases, notebook holders, stationery and Palm Pilot carriers. Prices range at about $20 to $55 for wallets, $75 to $300 for briefcases, and $95 to $130 for backpacks and totes.

The Tekera Group, based in Camarillo, Calif., is handling development and marketing of the accessories line under a licensing agreement. While Waterford has not received formal commitments from department stores, it is close to finalizing a program with Bloomingdale's. At this point, most of its promotion budget will be put primarily toward co-op ads, said Peter Cheyney, Waterford's marketing director for licensed products.

Currently the accessories have shipped to smaller chains and outlets including Jacobsons Stores, Bentley's in Miami and Surrey Luggage in Red Bank, NJ.

Jewelry, consisting of sterling silver, gold, and precious and semi-precious-gems, retails for as much as $850, and will soon be in 400 doors, up from the 50-store test in July, said Greg Wolfenden, gm-jewelry marketing.

The jewelry is being fully launched in Dillard's, Fortunoff, Nordstrom, Macy's and a Zales division, said Wolfenden. While its larger consumer ad campaign is now on hold until next year, the company is currently running direct mail efforts to trade and consumers.

A separate "Gifts of Expression' merchandising effort for easy shopping will feature occasion-specific items sold in pre-packed boxes.