NEW YORK–Springs Global is reintroducing the Springmaid brand, one of the most venerable in the home-textiles industry, at this week’s New York Home Fashions Market.
The company is positioning Springmaid, which celebrates its 80th anniversary next year, as a total home-decor brand, according to Edward Cardimona, chief global creative officer. The designs in the Springmaid ensembles debuting this week feature “a real attention to detail, a clarity in the color palette and a simple, straightforward way in which the designs are drawn,” Cardimona said. The new ensembles are slated to reach retail in spring of 2009.
Mette Odom, director of marketing for the Springmaid brand, said the key demographic targets for the new Springmaid are women in their mid-30s who are married, who like to decorate their home and who care about quality. Springmaid is being repositioned as a holistic, highly trusted and relevant brand, with a broader distribution that will seek customers in every retail channel.
Odom said Springs Global is putting more of its muscle into its brands in general. “We are now committed to brands and brand development, and the organization has put a focus on developing brands,” she said.
