KENNETT SQUARE, Pennsylvania — This autumn, Calico will launch a private label high end line of fabrics under the ‘Luxe Collection’ brand according to Julie Morris, Vice President, Merchandising. 

Morris, along with buyer, Jennifer Mayer, say they have developed a product line of over 350 fabrics typically sold in “to-the-trade” showrooms ranging in price from $50-$300 at retail.

“Calico continues to provide a tremendous value at every level, selling beautiful fabrics 30%-40% below suggested retail pricing,” Morris says.  “I anticipate a positive reception by the end consumer, and even more so by our interior designer customer base.  We are giving them a one-stop shop for all of their fabric needs along with our turnkey custom services.  Our goal is to make it easy for our designers/decorators to service their clients at Calico,” says Morris.  She expects this new collection along with hundreds of new fabrics being added to the general assortment to generate a lot of buzz and revenue this fall.  Julie Morris

Morris, former Vice President of Stores for Calico has gotten her old job back as Vice President of Merchandising after leading stores and operations for the last two years. She says that she loves it! “I’ve worn many hats at Calico over my 19 years with the company, and truth be told, my passion is in the product” she adds.

Margaret Thurmond, was recently promoted to VP of Stores, Morris’ previous position. Thurmond was formerly South- Central Regional Manager) 

After ten years on the sidelines, Bert Kerstetter, chairman and cheerleader again took the management reins of Calico in 2012 (formerly Calico Corners) together with his protégé Julie Morris. The pair is rebuilding the 65-year-old fabric Goliath.  Strategically, they are relocating and renovating stores with a new smaller “design studio” format.  This concept was born in Glen Mills, PA in August of 2013.  In 2014, another four stores were relocated and built in the new format—Richmond, VA, Virginia Beach, VA., Mill Valley, CA and Torrance, CA.  Early this year the Burlingame, CA and the Studio City, CA stores were renovated in place, utilizing the new design. “We have proof of concept in sales performance results and will continue on this path with our remaining stores.  We also intend on expanding our national footprint with new locations.”

Morris spent nearly 10 years of her career developing and refining Calico’s custom window treatments, bedding and re-upholstery businesses, which still fall under her umbrella as VP of Merchandising, she points out. “Right now, I am focused on our fabric assortment, which will always be the key driver for Calico.  I am excited about all that will be new in our stores this fall.”  

Calico currently operates more than 75 locations nationwide, covering 32 States.