WestPoint Stevens Inc. ( www.westpointstevens.com ) announced today that the Company has signed a licensing agreement with S. Lichtenberg & Co., Inc., in which Lichtenberg will produce window treatments to coordinate with WestPoint Stevens' stable of famous brands. This is a continuation of the Company's licensing initiative in an ongoing drive to widen the range of products sold under its brands.
''In the majority of America homes outside metropolitan areas, there are more windows than beds and bathrooms. There is a tremendous opportunity to extend WestPoint Stevens' brands into every room via soft window treatments,'' said WestPoint Stevens Bed and Bath Division President Robert B. (Bob) Dale.
''As with our other alliances, for window treatments we were seeking an industry leader, and Lichtenberg is undisputedly the leader in the independent soft window covering business,” Dale noted. “For more than 70 years, Lichtenberg has supplied virtually every major retailer with curtains, draperies and valances in a variety of fabrications.''
''The strength of the WestPoint Stevens brands and their commitment to quality and outstanding design make this a great fit with Lichtenberg's own established marketing thrust,'' said Michael Lichtenberg, Vice President for S. Lichtenberg & Co., Inc. ''We look forward to putting the WestPoint Stevens brands at every window in a great number of American homes.''
Work will get under way in the near future to produce free-standing window treatments that will reach retail stores in spring 2004 under brand names that include the Company's flagship Martex(R) brand, as well as Atelier Martex(R), Grand Patrician(R), Patrician(R), Utica(R), Lady Pepperell(R) and Stevens(R). The combined brands reach across all channels of distribution.
WestPoint Stevens has licensing agreements with Brewster Wallcovering Company to produce wallpaper and borders, Maples Rugs to produce bath and accent rugs, and Franco Manufacturing Company to produce flannel and jersey bedding under the Martex(R) and Grand Patrician(R) brands, as well as kitchen accessories and beach towels for all Company-owned brands. Notra Morgan Home Fashions produces under license flannel and jersey sheets and accessories for the Utica(R), Vellux(R) and Stevens(R) brands, while CoCaLo produces Baby Martex(R) infant bedding and accessories. ''Like Lichtenberg, each of these companies is a leader in its respective product area,'' said Dale. ''This assures that the superior quality and design that originates with the brand is extended to our new products as we continue expanding our brands into new markets.''