Textile biz looking up, despite challenges

By Lisa Casinger -- Kids Today, 6/1/2007 12:00:00 AM

Textiles have long been the catalyst for design trends across myriad industries. Patterns, colors and textures influence everything from furniture and accessories to tabletop, gear and more. The textile industry is challenged with market saturation, global sourcing, lower margins and bringing fresh designs to the marketplace, but vendors we spoke with said in general business is looking up.

Leane Boksleitner, owner of Wake Forest, N.C.-based Alli Taylor Bedding, said the textile industry seems to be picking up now but that market saturation, particularly in baby bedding, is a concern.

She says there's been a major shift in the price points buyers are willing to pay.

"Right now you have to be extremely price competitive and still offer all the bells and whistles," she said.

Alli Taylor Bedding offers mid-priced crib and toddler bedding as well as rugs and decorative pillows, and Boksleitner says she looks for design ideas everywhere, especially in the furniture and accessories markets, to see what colors and patterns are selling well there.

"In the children's market, there always will be staples, but more and more we are seeing consumers going outside of the box and trying new and more contemporary looks," she said. "Going along with that, brown is here to stay but you will see it mixed more with greens, oranges and yellows for 2008. Black and white is also making a comeback."

Boksleitner also sees the eco-friendly product trend becoming more important in the textile industry. "We have to take care of our resources and consumers are beginning to expect manufacturers to have the same mind set," she said.

"Our baby bedding sales are better than they have ever been and customers keep coming to us for our prints," said Cynthia Brown, marketing manager for House. "For decades, the textiles in the baby bedding market were theme and character driven, which made for a tough transition to a toddler and tween bedroom. We capitalized on this market by introducing prints that were fun, colorful and appropriate for baby through juvenile bedding."

House manufactures bedding, apparel, accessories, furniture and more, and Brown says florals have always been a hit for little girls, but boy bedding is a little tougher. The market is saturated with a sea of fire trucks, teddy bears, underwater creatures and zoo themes.

"We have taken colors from some of these popular themes and incorporated them into non-literal textiles," Brown said. "Our Neapolitan Chocolate Blue crib set featuring chocolate, blue and yellow dots continues to be a top seller. All of our 34 crib combinations are available in juvenile bedding to make a smooth shift into a "big kid" bed. The most consistent feedback we hear about our prints is that they work for kids of all ages."

The biggest challenge for Brown is offering customers a variety of prints while keeping costs down. All House textiles are printed in the U.S. and all production is done here as well. Manufacturing locally allows the company to offer about three dozen crib collections featuring 83 original textiles and they offer custom options on all crib combos.

Brown says House's trends come from everywhere and though the company strives to create timeless looks, she has noted the modern trend continues to rise and thinks this will bring about more retro- and graphic-inspired textiles in baby bedding.

"Many of our ideas come from travel destinations or foreign cultures, like the Japanese-inspired flowers in our Cherry Blossom pink crib set," she said. "Vintage clothing, wallpaper, artwork and papers also serve as a huge source of creative inspiration."

As for price points, Brown sees an expansion. For example, more mass manufacturers are coming out with higher quality goods at lower price points with fewer options since they are manufacturing overseas. Contrary to that, there now also are several luxury-priced baby bedding lines with high-end fabrics, finishing details and custom options that serve a very particular customer that is looking for something more unique and willing to pay a higher price point.

House also sees the value of the eco-friendly product. Being based in Santa Monica — "a politically green community with strong values in conservation and eco-friendly goods" — obviously influences the company.

"We see eco-friendly products becoming more prominent in the industry," Brown said. "What's more chic than conserving the environment?"

Russell Brandwein, president and owner Olive Kids Direct, says its business has improved in response to its brand popularity and the upgrading of the product line. Overall, kids bedding has become a very tight market.

"The biggest challenge is global sourcing," Brandwein said. "It's a challenge many small American manufacturers and designers will have to contend with. Direct sourcing by the big box stores definitely threatens the smaller players. The partnerships Olive Kids has made help us tremendously in this area."

Renee Pepys Lowe, president of Cocalo, said her business is going very strong, better than the last few years.

She sees the biggest challenge as trying to stay ahead of the business and bringing new, fresh products to market. Cocalo looks for new trends coming in color although inspiration comes from many different areas.

Pepys Lowe also sees a broadening of price points in the textile industry and sees room for products in all levels of the market.

The twin-size Ladybug Picnic from Whisper Soft Mills mixes the bug with a floral and check motif in a patchwork layout.

The plush Game On pillow from Olive Kids Direct can add an understated touch to a simple room done in red and denim, $24.99.

CastleWare's Wynken, Blynken and Nod crib blankets are made of 100% organically grown cotton and trimmed in silk jacquard, $98.

Cuddlebugs-n-Cocoons recently introduced the Hop, Skip & Jump accent rug collection in five designs. The collection includes a 36" rug, $90, that can be paired with a set of four 14" rugs, $80, to complete the look.

The Ballerina collection from Doodlefish mixes pink, green, yellow and orange with trendy dots and stripes for a feminine look that suits all ages, $998.

Rashti & Rashti's plush two-ply blanket measures 30" x 40" and is part of the manufacturer's Baby Starters brand.

The Natural Satin Touch swaddle blanket from Bumkins Finer Baby Products features unbleached cotton flannel and one side and satin on the other.

The Kaloo 123 rug has an interesting shape with overlapping circles and splashes of vivid color, $160.

Bananafish's Confetti Girl group features preppy pink and green stripes and dots for an on-trend design. A boy's version also is available.

KangaRoom Storage's organizer goes under the mattress and has three hanging pots for tucking away items before bedtime.

The Hayden rug from Alli Taylor Bedding is made of 100% cotton and features a modern design and color mix that works well for both boys and girls. A 5' x 8' retails for $320.

Lambs & Ivy's Papagayo collection has a whimsical rainforest theme and is constructed of a mix of fabrics including chenille, ultra-suede, boucle and seersucker. Coordinating accessories such as a lamp, valence, diaper stacker and hamper round out the look.

Company C's Twirls features candy-colored circles against a bold red background for maximum impact. The 100% wool hooked rug is offered in six sizes with retail prices ranging between $68 and $1,175.

Koko Co.'s plastic mats add a colorful, modern touch to kids' bedroom and bathroom floors. A 5' x 9' mat retails for $66.

Baby Boom's licensed Dora the Explorer nursery bedding features the adventurer and her friend Boots on a floral

background of pastel blue, pink, purple and yellow.

Hoohobbers' Pink Plaid/Gingham group has a preppy look that is completely feminine but not overly sweet. Select pieces can also be monogrammed.

The Venus bedroom group from Freckles combines a floral motif and stripes for a fresh and colorful ensemble. The 180-thread count sheets and duvet cover are machine-washable and an array of accessories including rugs and lamp shades complete the look

Sleeping Partners' Pink Dot collection features varying shades of pink with a dot and stripe combination that gives it a modern edge.