The home textiles from the Waverly brand now have a new location under Iconix International, which can accommodate a variety of product categories.
Waverly home textiles will be relaunched by Indo Count Global at the New York Home Fashions Market the following week. The line features bath and window, a new category for the manufacturer, utilitarian bedding, and fashion bedding.
Last year was the 100th anniversary of the Waverly brand.
“Waverly has a history of creating stunning prints that have endured throughout time by modernizing color and fine details. Bryan Parker, vice president of design and marketing at Indo Count, stated, “What was old is new again.”
Waverly was established in 1923 by F. Schumacher & Co. with the goal of providing home consumers with access to style and design on par with that of a decorator. The brand is known for its inventive approach to print, pattern, and color.
Lauren Steinke, SVP of Home at Iconix, stated, “Choosing Indo Count was not just about who they are but where they’re going as a lifestyle company.” When Bryan initially presented his concept to us, we left thinking, “This is what we need.”
The Waverly line from Indo Count will be available in two tiers at the New York market: a better/best collection and a decent tier with enhanced value.
“Working on quilts for the brand excites me especially because there are so many amazing patterns that work well as quilts. With updated coloration and the perfect quilting pattern, everyone will be able to tell Waverly has a new look,” Parker said.
According to Beth Rudnick, vice president of merchandising at Iconix, the brand’s natural emphasis on mix-and-match design, trustworthy quality, colorful lifestyle, and a product for every area makes it ideal for placement with a licensee who can create items for several categories.
She continued, “The Waverly client is a home customer who prefers to match design.” “Telling the story cohesively is important.” Parker stated that carrying a genuine historical brand in your range is validated by the Waverly name. Consumers are familiar with Waverly.
“This look is definitely happening right now in terms of trend,” he continued. There is no greater time than this.
In New York, 390 Fifth Ave., Suite 405, is where you can find the Indo Count showroom. West 36th Street is where the building’s entrance is located.