CHF Industries, supplier of bed, bath and window products, and toy company Alex, are partnering to bring Alex for bed and bath to market. The children’s lifestyle home collection pairs Alex’s creative ideas and design with CHF’s manufacturing and marketing expertise.

“CHF has a strong history of bringing inventive kids’ products to the market. Alex toys has a dedicated following by parents, kids, grandparents and more than 4,000 retailers worldwide,” said Joan Karron, executive vice president of CHF. “We hope to add to the magic by offering better quality products for kids’ rooms under the excellence of the Alex brand.”

The Alex bedding and bath concept debuted at the September New York Home Fashions Market in CHF’s showroom at One Park Avenue. The line includes all major bedding and bath components as well as decorative accessories; traditional items will have interactive elements that make transition from bath time to bedtime easier.

“These products are not just about snuggling under the covers or getting out of the bathtub and into a towel,” Karron said. “They’re meant to be fun for kids and practical for mothers. For example, one of the most important things is storage for toys, particularly bath toys. We’ve married Alex’s concept of play with our core products and you might find a shower curtain with mesh pockets for toys.”

The 9”x12” pockets on this Art Gallery shower curtain are made of clear PEVA, so you can put art inside them and it won’t get wet, letting kids decorate the bathroom with their own art.

CHF hopes to entice specific retailers with this line, ones they can work with for custom development programs.

“One of the things we’d love to see is a totally integrated lifestyle shop in a store, one where you’d have play items and functional items together,” Karron said. “Many of our customers also are Alex customers so this would be a natural progression.”

The concept was displayed in CHF’s showroom, with merchandising, point of sale fixtures, etc., and garnered much attention.

“We are always looking for ways to open a child’s mind to new skills, new ideas and new worlds. Partnering with CHF enables us to bring creative solutions to the most-used rooms in the house, while also engaging children in what they enjoy most: play,” said Nurit Amdur, CEO of Alex. “We chose to partner with CHF because of their mutual interest in bringing innovative products to the marketplace.”