By David Gill

One of the biggest changes in the textiles industry between my first term covering the industry and my second is the bigger role brands now play.
Of course, brands have always been part of the industry. But about 25 years ago, manufacturers and retailers stopped putting money behind the names, and focused instead on selling heaps and heaps of sheets and towels at dirt-level prices. The retailers got their volumes, and the manufacturers could keep their precious machinery running.
Earlier in this decade, vendors began talking up value over price. At first this was just talk, but now the brands’ greater prominence shows that they are finally putting some money where their mouths are.
Some notable examples: In decorative bedding, you have Revman and CHF and their ever-growing families of brands; Springs Global with Springmaid and Wamsutta relaunches, and its new Diane von Furstenberg collection; and WestPoint Home with its Izod and Joe Caribbean lines. In basic bedding, Hollander (which already had its Laura Ashley license) has latched onto Court of Versailles and HoMedics; and United Feather & Down has gone the branded route with Villa Borghese and Portico Home—which already has a decorative bedding license with Home Source International.
But there are some brands that haven’t been explored for textiles, but that have potential. Here is a short list:
•Victoria’s Secret and Frederick’s of Hollywood: Here are two signature brands that have a strong link to the bedroom (sorry, that was too tempting), and that would easily grab a shopper’s attention.
•Cooper-Hewitt: The Smithsonian’s national design museum has an impressive catalog of textiles that you can view on its Web site.
•Sports halls of fame: Throws and pillows with sports themes, such as college and professional team logos, have been part of the industry for about 15 years. Having a Coopers-town or Canton collection would carry this to the next level, pulling in shoppers who are nostalgic for their athletic heroes of yore.
•Magazines: At last month’s Las Vegas Market, the Esquire Home furniture collection was launched. It would be a small leap for a textiles vendor to take on Esquire Home for bedding and bath. And while you’re at it, give magazines like GQ and Ladies Home Journal a look.
•Soaps and shampoos: Wouldn’t it be appropriate for a consumer who has just taken a shower with Dove soap and Suave shampoo dry him- or herself on a Dove-branded or Suave-branded towel?
The growing importance of brands shows that some very smart people in this industry have realized that selling textiles isn’t just about volume at the lower-than-lowest price. It’s about presenting a value proposition that includes a recognizable name that consumers would be willing to pay a little extra for.
It’s about boosting both the top line and the bottom line.

David Gill is senior editor for textiles, furniture and housewares. He can be reached at dgill@hfnmag.com.