Springs Unveils New Direction for Court of Versailles
Posted on March 3, 2010 by
NEW YORK-Three new bed ensembles and revamped packaging are part of a new overall look Springs Global is establishing for its Court of Versailles brand.
The new ensembles expand on the Court of Versailles' elegant design orientation, but are less opulent than past looks. The Imperiale features a centerpiece tea leaf in crewel embroidery on a tone-on-tone berry ground, combined with the Ormolu sheet collection, a cotton sateen with a silk-like hand and a baroque design. Belle De Jour is a dramatic floral printed on a regimented stripe. Noblesse Oblige is a red floral jacquard, combined with a sheet that depicts a floral stripe reminiscent of men's shirting.
The new packaging features the Court of Versailles logo on a band with a black gloss ground, designed to show "as much crest as product," said Edward Cardimona, chief creative officer of Springs. Pricing for the three new ensembles is slated for $269.99 to $349.99 for a queen-size duvet cover, and $89.99 for a queen-size sheet.
Joe Granger, president of Springs Branded Business unit, said the new ensembles will target high-end department stores and high-end specialty stores. "We want to establish Court of Versailles at the luxury level," Granger said.