Magheralin, Northern Ireland – With imports putting pressure on domestic manufacturers to innovate, the Northern-Ireland-based bedlinen company, Broomhill has worked hard to respond. It recently opened a state-of-the-art showroom in November at its factory and headquarters in Magheralin, County Down. The firm also launched its new Bedeck brand and previewed three new collections for spring/summer 2000. The company hopes the new ranges will accelerate the company's growth.

The ranges - Bedeck, Bedeck Mono and Bedeck Junior, a new range for children — are featured in Broomhill's new showroom. The two-floor, facility with 4,000 square ft, was once the home of the Irwin family who founded the company in 1952.

At the launch, Linda Barker, a leading British interior designer and star of the hit TV program ''Changing Rooms,'' praised the company's vision. ''They have taken a fresh approach to new ideas,'' she said. ''This fantastic new showroom is a great way of presenting their collections.''

By positioning themselves as bedlinen suppliers, the company opted to re-brand. With an eye on future export potential, Broomhill Marketing Director Anne Johnston said that the traditional-sounding ''Broomhill'' with its country image was not considered distinctive to bedlinen. The new name, Bedeck, which according to the Collins English Dictionary means ''to cover with decoration,'' left room for the company to incorporate fresh brand attributes.

The new brand targets 25-45-year-old middle-income, working mothers, who are married or in long-term relationships. Reflecting the current trend towards simplicity and minimalism for chic interiors, the spring/summer Bedeck collection features a subtle, pared-down color palette of neutrals and soft-washed pastels. Clean designs and discrete details characterize the three new designs: Batik Check, Casmir Trail and Rossini.

Bedeck Mono is a collection of tactile products in 100 percent natural fibers. The range features weaves, prints and embroidery that work as separate pieces or with coordinates. For spring/summer there are four designs within the collection: Miro, Java, Pia and Cara and the Timo range of complementary coordinates, including throws and cushions.

With three designs, Bedeck Junior is a range of children's bedlinen featuring colorful prints with gingham coordinates, embroidery and appliqué details, designed to appeal to 3-12 year-olds.

New Bedeck-brand merchandising has already been introduced into some of the U.K.'s leading department stores and the brand launch will be fully implemented by spring.

Exports could begin in earnest sometime this year. Broomhill is already working with agents in the Netherlands and Den-mark, and will look closely at other specific markets in Europe. The plans are to develop export business by exhibiting at Heimtextil in 2001. The Internet is also seen as a major selling technique in the not-so-distant future.