Delta gets into the crib bedding business
Jane Kitchen -- Kids Today, 11/8/2011 5:26:09 AM
Louisville - Delta Children's Products is entering into the crib bedding business, introducing more than 20 sets at ABC last month produced with a design team headed up by industry veteran Risa Popkin, the newly appointed creative director of home fashions for Delta.
Delta has partnered with Canadian bedding manufacturer Nemcor for the collections, which will be branded as Delta Bedding. Price points will range from approximately $69 to $220.
The ultimate goal, said Delta President Joe Shamie, is to offer coordinated sets with Delta's extensive line of storage products and room décor.
"You've got the Delta infrastructure, so it's limitless," said Popkin. "...We intend to be a major player in this business."
In conjunction with the launch, Delta showed a new patent-pending concept, the Air Flow Breathe Easy Sleep System, which marries the fashion and padding of a bumper with the safety aspect of increased airflow.
The Air Flow Breathe Easy Sleep System looks similar to a traditional bumper, but incorporates small holes in the fabric to provide increased airflow while still providing padding to protect children from limb entrapment.
"You can't replace a decorative fashion-based product with a utilitarian product and think it will be an acceptable alternative," said Popkin. "Our alternative has stayed true to the fashion piece."
Delta will offer both traditional bumpers and the alternative Air Flow Breathe Easy Sleep System to customers. The Air Flow Breathe Easy Sleep System has been tested by Intertek and will be available in the spring.
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