NEW YORK–The Rebecca Moses collection, which is being unveiled this week at the home textiles market, takes Homestead into “concepts that stretch throughout the home,” according to Homestead’s founder and president, David Greenstein.
The new program—which encompasses more than 1,000 SKUs of products for every room in the home—bears the imprint of apparel designer Rebecca Moses, who designs apparel collections for women. “The idea is for the retailers to come to us and say, ‘We want a total turnkey solution from you,’ ” Greenstein said. “We will design it, develop it and source it across the whole gamut of products.”
To demonstrate the comprehensiveness of the new line, the Homestead showroom at 1359 Broadway here will be set up as different rooms of the home, with the products placed in their appropriate settings. The products in the Rebecca Moses collection include bed linens, bath products and accessories, decorative pillows, throws, storage products, flatware, dinnerware and table linens.
Homestead’s product line has traditionally consisted of bedding and bath products in both private-label and proprietary-branded programs.
The collection also expands Homestead’s offerings in licensed merchandise. Founded by Greenstein in the 1990s, the company now holds the licenses for Fieldcrest Cannon and Royal Velvet in bedding and bath products. The Cannon collection has been placed at Meijer, Mervyns, Stein Mart and Costco, while the Royal Velvet line is slated to appear at Bed Bath & Beyond this spring, Greenstein said.
After filing for Chapter 11 bankruptcy protection in early 2006, the company was purchased by Li & Fung, the China-based importing and distributing powerhouse, in November 2006.
Late last year, Homestead introduced the Clodagh at Home collection, based on designs by Clodagh, the Irish-born interior designer. That collection has made its debut at Bed Bath & Beyond locations in metropolitan areas throughout the country. With the launch of Rebecca Moses, Homestead now has two designer-licensed lines.
And another national brand is on the way, Greenstein said. Homestead is in the process of finalizing a deal with an as-yet-unnamed brand for a line that will be brought to market this fall.
Meanwhile, the Rebecca Moses collection is slated to reach retailers in spring 2009, Greenstein said.