Designs for Avanti’s all-cotton quilt sets include traditional block prints, coastal motifs and florals/foliage.

Moonachie, N.J. – Avanti Linens is putting its extensive design library and diverse sourcing capabilities to new use this season with the launch of a new line.

After 53 years of developing and distributing bath towels and coordinates, table linens and kitchen textiles, the company is now adding fashion bedding to its assortment for both brick-and-mortar and e-commerce retailers.

In true Avanti style, the top-of-bed line debuts with a broad offering of quilts and comforter sets in a variety of design themes, fabrications and constructions, special finishes, “and that same attention to detail and quality that you’ve come to expect from us,” noted Jo Ann Piccininni, director of product development.

Demand from customers combined with growth in its brand-focused blanket business triggered the addition of the fashion bedding line, explained Jeff Kaufman, president and chief operating officer.

“Customers have been asking for it, and bedding is a great way to supplement our online business, where we have strong relationships that we want to leverage,” he said. “Plus, we’ve been in the blanket business for several years – we’ve had a seasonal Spode comforter for several years and Fiesta blankets and quilts for two years now – so going deeper into bedding with a full presentation is just a logical extension of what we’ve already started doing.”

For its expansion into fashion bedding, Avanti intentionally curated a family of looks independent of its other categories.

Added Piccininni: “It’s like the icing on the cake. We’re expanding our bedding to create layers of looks.”

In designing the new bedding, Avanti has intentionally curated a family of looks independent of its other categories. “We are not taking our best-sellers from bath and adding them to bedding,” Piccininni said. “We are taking designs from our own library and using patterns and looks that we think work for our bedding.”

Avanti is showing 34 W. 33 St., Suite 1007.

Cecile B. Corral has spent over two decades reporting on home furnishings brands, manufacturers and retailers. She is also the founder and president of Cecile Public Relations in Miami, Fla.

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