A sunny spring ahead for domestics - household linens - HomeMarket Trends

Discount Store News, Nov 13, 1989

A Sunny Spring Ahead For Domestics

Despite a slowing economy, mills experienced a robust fall market in mid-October.

Increasing interest in 200 count sheets, embroidered/embellished bath products and, most importantly, coordinated presentations were cited as the major contributors.

Bill Heitman, divisional vp, marketing at Cannon Mills, said, "I am pleased that the retail business around the country seems to be holding up. We had a great response to the coordinate issues that we've been promoting over the past few markets, and there was wide acceptance of our 200 count program, which we expanded this fall to include solid colors and three new prints."

In addition, Cannon's innovative coordinate display, a mini-bed with products ranging from sheets and comforters to window treatments and decorative pillows merchandised on a two-sided headboard, was a hit with retailers, several of whom are considering using the display for their stores.

The merchandiser was introduced in June at Wal-Mart's so-called "Vendor Store," in Janesville, Wis., and Heitman expects to see a version of it rolled out to other stores.

"Overall, we saw an increased attention to creative store planning, and we're making the plans to our various merchandisers available to our customers," Heitman said.

Higher count sheets from most majors also seemed to find a home with discounters, who have traditionally avoided the more expensive products like 200 count linen.

"Our customers looked at the 200 count as a means of promoting coordination and getting better retail prices [in their departments]," Heitman noted.

J.P. Stevens introduced a full line of 200 count sheets for the market, and other mills either expanded or introduced their own lines.

Manufacturers bid up the price point of bath towels, and evidently were successful.

Dundee Mills, for instance, went after a $6.99 price with lines of fashion solids called Dependability and Durability.

According to vice president Dave Blalock, sales were "terrific."

Dundee also widened its successful Centennial line with the introduction of four prints in three colorways, and upscaled bath rugs coordinating with the company's Palatial collection were surprise hits, Blalock said.

Cannon's introduction of yarn-dyed jacquards, which is called the Stratford Collection, was aimed at a $5.99 price point, and according to Heitman, did well with buyers.

Beacon president Randall Chestnut reported "a terrific week" with both new customers coming on board and older ones expanding their blanket programs.

New products like Footwarmer, a blanket with built-in panels to warm the lower body, and Ghostbusters II, a juvenile pattern based on the successful movie, were particularly popular, Chestnut said.

"We've had to become more creative, and our customers have become more demanding. But our increased commitment to R & D has produced exciting new products, and we have a lot more on the drawing board," Chestnut added.

Another major issue, higher prices, seemed to have only a marginal effect on last month's market.

One manufacturer noted that price increases, which at some mills approached 15 percent, may have been at least partially masked by step-ups in price points.

In an interview shortly before market week, however, one discount chain buyer noted, "Price increases would be the worst possible thing the mills could do given present market conditions."

Evidently, the majority of buyers swallowed the increases without protest.

PHOTO : Ghostbusters II printed blanket proved to be particularly popular for Beacon Manufacturing.