WestPoint Home is packing its bags and moving uptown in late spring to 777 Third Ave., between 48th and 49th streets. There it will establish what it calls the WestPoint Innovation Center. "It will set the tone for what we want to deliver," said Regan Iglesia, who joined the company in December as chief marketing officer. "One priority is reinvigorating our brands. We have a lot to say for our own brands." Martex remains the company's "mother brand," he said, and the company will reprise the legacy Utica and Lady Pepperell brands. The Grand Patrician, Atelier Martex and Luxor brands make up WestPoint's luxury portfolio. The Vellux blanket brand and the Nostalgia quilt brand are positioned as the company's category killers. "We're not planning a revolution but an evolution for the brands," said Iglesia. "We'll develop video and create a lot of communication tools for them." Four or five of the re-launches will preview in September at the New York Home Fashions Market, which is when WestPoint will officially celebrate its new Innovation Center. The full-scale brand presentation will take place in March 2020. Nonetheless, the Vellux brand is coming out of the gate immediately with a new cause marketing partnership for its weighted blanket construction. Understanding that one of the earliest uses for weighted blankets was to sooth autistic children, Vellux is teaming up with Autism Speaks, which funds research into solutions and provides advocacy for individuals with autism and their families.
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