Unexpected colors, new product categories and amped up sustainability coalesce into what Welspun is calling a "showstopper" presentation for New York market. Christopher Mooney, chief marketing and merchandising officer at Welspun USA, said the vibrant palette is designed to stir the imagination and spark conversation. "We thought: 'Let's be the bridal gown at the end of the runway show,'" he explained. Over the past two years, the manufacturer has brought fabric manipulation in-house and is spotlighting its techniques during market. In addition, Welspun has been building its sourcing team and augmenting its made-in-India assortment with goods from Portugal, Turkey, Pakistan and, in some cases, China -especially for its multi-category licensed lines for Martha Stewart and Scott Living. The Martha Stewart collection this market moves into bedding and bath for children in the elementary school range. Mirroring the lifestyle segmentation of the master brand, Martha Kids features patterns and palettes reflecting the aesthetics of each of Stewart's four residences. Introductions include top-of-bed, decorative pillows, throws, rugs, and bath towels/rugs.
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