Threads by Lee Jofa Creates Highest Level Kravet Brand
September 9, 2008
BETHPAGE, New York — Threads by Lee Jofa, a joint effort from Ann Grafton, managing director of GP&J Baker in the UK and Stephen Elrod, vice president and creative director of Lee Jofa in the USA, has placed Kravet in its highest price and product level to date as it identifies a new niche for upscale product.
"Threads was initially unveiled in the UK four months ago and is rolling out in the USA based on a successful European launch," said Cary Kravet, president of the 91-year-old, fourth generation family owned wholesaler.
The 450-sku soft, modern collection sells in the $110-$120 per yard range and smacks of understated elegance in browns, beige, ecru and subtler pastel colorations. All product is over-constructed, said Steve Prada executive vice president, merchandising. The five collections are color coordinated in aqua/heather; cream/mink; ivory/sesame; cocoa/ebony and elegant windows in cotton, silk, linen and rayon. Most of the 30 mills chosen by Kravet for this collection are based in Europe except for some Indian silk embroidery, Cary Kravet confirmed. "This is our most understated, elegant, cool and fresh collection to date," he said. Threads is also stocked in England for quick delivery, the company said.
The target customer is the high-end interior designer, A&D designer, high-end hospitality customer, new transitional customer as well as existing customers who still want high-end product. The sample books feature new book graphics, logos and enhanced book size.
Aside from Threads, Lee Jofa has also introduced its fourth David Easton collection. Kravet has also introduced a Luxury Plain collection under the KravetCouture brand in plains and some designs in silk, linen, rayon blends, linen and cotton. At the other end of the price spectrum, Kravet is also planning a launch for Windsor Smith, a multi-purpose and drapery collection just hitting the market in the $40 per yard range. Kelly Wearstler will do her first collection for Groundworks with 150 sku's.
Other categories of product by Lee Jofa include Groundworks at $90-$100, a contemporary offering with brighter colors, whereas Threads is more tonal and subtle, Kravet explained. KravetCouture contains product in $60-$90 range. The Kravet offerings include Kravet, KravetCouture, Lee Jofa and Threads by Lee Jofa; Groundworks, GP&J Baker and Mulberry.
"Threads was initially unveiled in the UK four months ago and is rolling out in the USA based on a successful European launch," said Cary Kravet, president of the 91-year-old, fourth generation family owned wholesaler.
The 450-sku soft, modern collection sells in the $110-$120 per yard range and smacks of understated elegance in browns, beige, ecru and subtler pastel colorations. All product is over-constructed, said Steve Prada executive vice president, merchandising. The five collections are color coordinated in aqua/heather; cream/mink; ivory/sesame; cocoa/ebony and elegant windows in cotton, silk, linen and rayon. Most of the 30 mills chosen by Kravet for this collection are based in Europe except for some Indian silk embroidery, Cary Kravet confirmed. "This is our most understated, elegant, cool and fresh collection to date," he said. Threads is also stocked in England for quick delivery, the company said.
The target customer is the high-end interior designer, A&D designer, high-end hospitality customer, new transitional customer as well as existing customers who still want high-end product. The sample books feature new book graphics, logos and enhanced book size.
Aside from Threads, Lee Jofa has also introduced its fourth David Easton collection. Kravet has also introduced a Luxury Plain collection under the KravetCouture brand in plains and some designs in silk, linen, rayon blends, linen and cotton. At the other end of the price spectrum, Kravet is also planning a launch for Windsor Smith, a multi-purpose and drapery collection just hitting the market in the $40 per yard range. Kelly Wearstler will do her first collection for Groundworks with 150 sku's.
Other categories of product by Lee Jofa include Groundworks at $90-$100, a contemporary offering with brighter colors, whereas Threads is more tonal and subtle, Kravet explained. KravetCouture contains product in $60-$90 range. The Kravet offerings include Kravet, KravetCouture, Lee Jofa and Threads by Lee Jofa; Groundworks, GP&J Baker and Mulberry.
