With its 10th anniversary on the horizon, JQueen New York is pushing boundaries and expanding its product categories, its brand portfolio and its physical space. Its latest introduction: White Label by JQueen, an upstairs brand offering modern elegance in bedding, bath, window and fabrics. "Some retailers have pointed out this is a white space for them and us," said Julie Brady, president. White Label also opens the door to hospitality business and the interior design trade, she added. The company launched the JQueen fabric line last year with basic textures and solids and shipped its first order in January. The category has now expanded into decorative fabrics. Coming off a year of double-digit sales growth, the company is also planning to launch area rugs across all brands, which include JQueen, Piper & Wright, Oscar + Oliver, J and Royal Court. Taking aim first at online business, the rugs will be designed to build average transaction per page by being offered as a coordinate to bedding and window, said Ron Batroff, vice president. "This is truly the total picture of decorating," he said. JQueen utility bedding, which debuted last year and received its first store placement in late 2018, is positioned as better/best and continues to build across all of the company's brands. "We sell the sham, so why not sell the pillow?" said Brady. In another all-brand play, the company is beefing up its sheet assortment with four-piece, six-piece and eight-piece sets. It's also amping up its branded classification business in throws, coverlets, quilts and table linens.
展开▼
