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Leading juvenile textile producers

By Jane Kitchen -- Kids Today, 11/1/2005

Greensboro, N.C.— From big manufacturers that make their mark with licensed collections to more upscale crib bedding specialists, the companies profiled in Kids Today's leading textile producers run the gamut in styles and price points.

From Thomas the Tank Engine to Barbie, licensed collections continue to dominate as the real money makers in the world of juvenile textiles. But these days, licensed groups go beyond characters to include lifestyle looks like WestPoint Stevens' new Harley-Davidson juvenile license or Whisper Soft Mills' new Crayola license — brands that can have long-term staying power.

Privately held Sleeping Partners stepped into the licensing field this year with the announcement that it will begin shipping bedding, bedding accessories and fabric based on the storybook character Maisy.

And in a move that goes a step beyond typical licensing, publicly held Crown Crafts partnered with upscale nursery furniture maker Pali to create five crib bedding collections.

Licensed collections may be the bread and butter for many of the bigger players, but smaller privately held companies are making their mark with lifestyle collections of their own. California-based Brandee Danielle released its new BD Baby line this year, and BananaFish, also based in California, added an upscale Silver Spoon collection.

 

How the list was compiled

Kids Today's exclusive feature lists 20 leading kids textile producers. Sales information for all companies is based on estimated total 2004 company sales and does not break out infant or youth textile revenues separately. All sales information, except that supplied by publicly held companies, are Kids Today market research estimates.

Revenue estimates are based on information from a variety of sources, including public company filings with the Securities and Exchange Commission, discussions with the companies themselves, discussions with industry analysts and published and unpublished reports, including newspaper and trade publication articles.

For the purposes of this ranking, kids textiles include the infant and youth product categories of comforters, bedspreads, bed skirts, sheets, pillowcases, blankets, throws, bedding sets, crib sets, bath towels, bath rugs, curtains, draperies, shower curtains and area rugs.

The listing was compiled by Senior Research Specialist Dana French and Director of Market Research Kay Anderson.

Company, headquarters, Web site

Baby Boom Consumer Products , New York, www.babyboominc.com

A division of privately held The Betesh Group. Manufactures infant and toddler bedding, rugs, diaper bags, lamps, hampers, wall art, case goods and storage products. New toddler and infant bedding and room decor lines for 2005 include Blue's Room, Speed Racer, Sonic X, Koala Brothers, Benetton, Jeep, Tonka and Strawberry Shortcake. Other licenses include Care Bears, Carter's, SpongeBob SquarePants and Dora The Explorer. Total 2004 sales estimated between $35 million and $40 million.

BananaFish , Northridge, Calif., www.bananafishinc.com

Privately held. In business for 10 years. Added its upscale Silver Spoon collection, featuring luxurious gingham, ribbons, quilted velvet and toile, in May. Price points for the collection range from $425 to $600. BananaFish's mid-tier crib bedding prices start at $299 and go up to $400. Is sold through Babies "R" Us, Baby Depot, Rooms to Go and independent specialty stores. Total 2004 sales estimated between $5 million and $7.5 million.

Brandee Danielle , Santa Ana, Calif., www.brandeedanielle.com

Privately held, founded in 1980. Is known as the first company to introduce high-quality fabrics with a dimensional look. Released its BD Baby line during 2005. The BD Baby line and Brandee Danielle are available through Burlington Coat Factory, J.C. Penney, Buy Buy Baby, Baby Envy, Baby Universe, Dreamtime Baby, Babysupermall and select independent retailers. Total 2004 sales estimated at $14 million.

California Kids , San Carlos, Calif., www.calkids.com

Privately held, established in 1988. Its extensive 2005 catalog showcases more than 78 designs, as well as hundreds of coordinating accessories, including wall coverings by Eisenhart and lamps by Cheyenne Home Furnishing. About 90% of products are made domestically. Entered the teen market in 1991. Teen and tween products now account for 60% to 70% of total sales. Total 2004 sales estimated at $10 million.

CHF Inds. , New York, www.chfindustries.com

Privately held. Juvenile brands include the licensed patterns of Hello Kitty. Other licenses include its Donna Karan Home licenses and its Peri window business. Debuted a new licensed Ernest Hemingway collection of bedding, bath and window merchandise in October. Experienced a solid 2004 with its bedding programs, specifically its bed-in-a-bag business. Total 2004 sales estimated at $224 million.

CoCaLo , Costa Mesa, Calif., www.cocalo.com

Privately held, founded in 1998. Received its name from Courtenay and Catherine Lowe, daughters of CoCaLo President Renee Pepys Lowe. Launched its own brand, CoCaLo Baby, this year, including 10 nursery collections and an extensive blanket program. Also markets under the brands of Baby Martex, Kimberly Grant and OshKosh Baby. Is sold through Buy Buy Baby, USA Baby, Babies "R" Us, Burlington Coat Factory, J.C. Penney, Target and independent kids specialty stores. Total 2004 sales estimated between $15 million and $20 million.

Crown Crafts , Gonzales, La., www.crowncrafts.com

Publicly held, fiscal year ended April 3. Partnered with upscale nursery furniture maker Pali to create five crib bedding collections in 2005. Introduced its Nautica infant and juvenile bedding line in May. The collection is made up of two girl and two boy sets for both categories. Other brands include Disney Baby, Disney's Winnie the Pooh, Eddie Bauer Baby, NoJo, OP Baby, Precious Moments, Waverly Baby, Little Company, Pillow Buddies and Kelly Rightsell. Last year, Toys "R" Us represented 36% of total sales, Wal-Mart, 29% and Target, 12%. Total 2005 sales were $83.9 million, down 2.7% from $86.2 million in 2004. For the first quarter ended July 3, total sales were $13.7 million, down 3.2% from $16.9 million in the first quarter of last year.

Dan River , Danville, Va., www.danriver.com

Publicly held Dan River emerged from bankruptcy protection on Feb. 14, 2005, after filing for Chapter 11 bankruptcy protection on March 31, 2004. Markets juvenile products under the licensed names and trademarks of Olive Kids, Casual Kids, Bob the Builder, Looney Tunes, Scooby-Doo, Spider-Man, Star Wars, Thomas and Friends, NASCAR and Major League Baseball, among others. Signed an agreement with Silver Lining to produce a line of licensed youth bedding based on the work of children's author and illustrator Eric Carle. Unveiled a juvenile licensing agreement with Maui & Sons, a surf apparel brand making its debut in home, in October. Closed another plant in August, its seventh downsizing in 16 months. Announced in August its plans to sell its apparel fabrics division as part of its strategy to focus on its core home fashion business. Total 2004 sales estimated at $310 million.

Franco Mfg. , Metuchen, N.J., www.francomfg.com

Privately held, family-owned business, founded in 1952. Licensed lines include Barbie, Blues Clues, Bratz, Care Bears, Chica, Dora The Explorer, Harry Potter, Hello Kitty, Hot Wheels, Jimmy Neutron, Justice League, Maya Miguel, Neopets, Peanuts, Pokemon, Power Rangers, Precious Moments, Rainbow Brite, Scooby Doo, Sesame Street, The Simpsons, Sponge Bob Square Pants, Strawberry Shortcake, Stuff by Hillary Duff and Yu-Gi-Oh. Total 2004 sales estimated at $256 million, with sheets and pillowcases estimated at $103 million.

Jay Franco & Sons , New York

Privately held, established in 1944. Provides beach, bath and bedding products. Is the exclusive licensee for all Disney beach and bath, kitchen and seasonal bedding, as well as all film bedding, including brands such as Princesses, Tinkerbell, Pooh, Finding Nemo, Pirates of the Caribbean, Vintage Mickey and Little Mermaid. Is the exclusive provider of Marvel branded domestic products, including Spider-Man, X-Men, Marvel Heroes, Captain America and The Fantastic Four. Other licenses include Thomas the Tank Engine, Tootsie Roll candy brands, Betty Boop, It's Happy Bunny, Bar Code Kittens and The Archies. Juvenile textiles account for 40% of shipments and infant accounts for 5%. Total 2004 sales estimated at $150 million.

Kids Line , South Gate, Calif., www.kidslineinc.com

Acquired by publicly held Russ Berrie in December 2004, fiscal year ended Dec. 31. Manufactures infant bedding, twin bedding, rugs, lamps, mobiles, wall hangings, wall boarders, diaper stackers, carseat and high chair seat covers and other accessories. Launched 14 infant lifestyle collections and seven twin lifestyle collections in 2005. Is sold through Burlington Coat Factory, Babies "R" Us, USA Baby and independent kids specialty stores. Total 2004 sales estimated between $50 million and $70 million.

Lambs & Ivy , Los Angeles, www.lambsandivy.com

Privately held. In business for 26 years. Manufactures high quality bedding, accessories and gifts under three brands: the signature Lambs & Ivy line; Bedtime Originals for the upper tier of the low-end bedding market; and The Collection, designed for mid-tier retailers. Is sold worldwide to independent specialty stores, department stores, Babies "R" Us, Baby Depot, J.C. Penney, Sears and through online retailers. Bedding sets accounted for 65% of 2004 total sales, and blankets and throws accounted for 10%. Total 2004 sales estimated at $30 million.

PatchKraft , Garfield, N.J., www.patchkraft.com

Privately held. Offers more than 60 coordinated lines of baby (including Round and Stokke), juvenile and teen bedding. Its most popular crib pattern last year was Rhyme Time in pink and blue. The majority of its bedding collections are made of 100% cotton, and the bumpers feature only top and bottom ties to ensure safety. Bumpers are also available with zippers for easy washing and come in four-piece sectional designs. Is sold through Buy Buy Baby, USA Baby, Bellini, independent kids specialty stores and through major online sites. Infant bedding accounts for 70% of total sales and youth accounts for 30%. Total 2004 sales estimated at less than $5 million.

Saturday Knight Ltd. , Cincinnati, www.skltd.com

Privately held. Licenses include Jenny & Jeff, Laurie Korsgaden and Debbie Mumm. Collections include Safari featuring whimsical designs of zebras, elephants, giraffes, monkeys, birds, lions and tigers; Best Friends featuring cats and dogs; and Funky Frogs. Is sold through Target and Kohl's. Total 2004 sales estimated at $12 million.

Sleeping Partners , New York, www.sleepingpartners.com

Privately held manufacturer of infant bedding and layette, juvenile bedding, accessories and gifts. Added some hard goods and accessories this year to its assortment of its best-selling line of baby bedding. Total 2004 sales estimated between $5 million and $10 million.

Springs Inds. , Fort Mill, S.C., www.springs.com

Privately held. Merged with its exclusive Brazilian manufacturing partner for sheets and towels in October to form a joint venture called Springs Global. Plans to spin off its window division as a stand-alone entity. Its new Springmaid Baby Collection featuring prints, appliques and embroideries rolled out to Toys "R" Us in August. Also rolled out its Wamsutta Baby line, the Nursery Rhymes and Ballet Bunnies collections, at Baby Depot this year. Partnered with Universal Studios Consumer Products Group to create home fashions for the upcoming movie releases of "Curious George" and "King Kong." Other brands include the literary properties of "Where the Wild Things Are" and "The Little Engine That Could." Announced in March that it will close two bedding plants. Total 2004 sales estimated at $2.43 billion, up 1.0% from $2.40 billion in 2003.

Sumersault , Scarsdale, N.Y., www.sumersault.com

Privately held manufacturer of infant, juvenile and adult bedding. Manufactures its own lines, as well as five lines for Laura Ashley Mother & Child and private labels for major catalogs and retail companies. Is sold through Burlington Coat Factory, Baby News, Babies "R" Us, Buy Buy Baby, USA Baby and independent kids specialty stores. Total 2004 sales estimated at $8 million.

WestPoint Stevens , West Point, Ga., www.westpointstevens.com

Filed for Chapter 11 bankruptcy protection on June 1, 2003. As of August 9, completed its sale to WestPoint International, a newly created entity owned by American Real Estate Partners, the Carl Icahn empire. WestPoint Home will be the primary operating entity of the new company. Launched its multi-year licensing agreement with Harley-Davidson Motor Co. to produce and market juvenile bedding and bath accessories in October. Markets to the juvenile and infant market under its Baby Martex brand, Disney Home and Glynda Turley. Closed several plants and eliminated 2,500 jobs in January. Total 2004 sales estimated at $1.65 billion.

Whisper Soft Mills , Wallace, N.C.

Privately held manufacturer of bedding and room decor for kids, tweens and teens. This year, signed licensing deals with Jeep Consumer products for boys bedding and room decor and Crayola juvenile bedding. Also debuted six bedding concepts for its new Crayola home license in October. Comforters and bedspreads account for 40% of its sales, sheets and pillowcases account for 30%, and bedding sets, including bed in a bag, account for 20%. Total 2004 sales estimated at $20 million.

Zheng Zhang USA , Edison, N.J.

Privately held. Manufactures infant bedding, juvenile bedding and accessories. Introduced a new line of 100% cotton crib sheets and a line of infant nursing positioning pillows in September. Total 2004 sales estimated at $15 million.

Sales information is based on calendar year 2004 total company revenues. All revenue information, except for that supplied by publicly held companies, are Kids Today market research estimates.

Source: Kids Today market research

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