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NOURISON GROWS MINA VICTORY HOME DÉCOR SEGMENT; EXPANDS KATHY IRELAND PILLOWS TO BRIDAL
_1.JPG) The Kathy Ireland Bliss collection of bridal pillows began with a few bling-embellished white cotton duck designs for use as wedding ring pillows, and blossomed into a full line launching in High Point.
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HIGH POINT, N.C. -- Nourison's successful decorative accessories division continues to set its sights on new market segments, including the expansion of its Kathy Ireland Home pillow program, dazzling new Mina Victory pillows for the outdoors, and the launch of a line of tablet bags and handbags under the Mina Victory label.
"Kathy Ireland bridal is on fire," Mina Peykar, Designer and Executive Vice President of Home Accessories, told RugNews.com at last month's New York Home Fashions Market. "Bridal is doing great and we will now be selling Kathy Ireland as a lifestyle fully being launched at High Point."
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A Mrs. 12-inch pillow is the precursor to a line of pillows called the Kathy Ireland Bliss collection.
Kathy Ireland Worldwide has become a big name in the bridal market offering everything from wedding dresses to diamond jewelry and curated wedding destinations in romantic venues from Hawaii to Greece and Fiji. Nourison, which premiered its collection of Kathy Ireland Home by Nourison rugs in 2013, is now tapping into that success by growing the brand at High Point Market.
At the winter 2016 Las Vegas Market, the company introduced buyers to two new Kathy Ireland designs: "Mr." and "Mrs." pillows, which can be used as ring pillows during the wedding ceremony and then as decorative pillows/keepsakes.
"We showed just two pieces [the Mr. and Mrs. designs] in Vegas, and everybody wanted them. Some buyers had weddings coming up; others had bridal showers, or engagement parties. They immediately saw the pillows as great gifts that could be used to decorate the bed after the wedding."
Peykar, married to Nourison CEO Alex Peykar, had run a successful home decor business called Decorative Motif for more than a decade before it was brought under the Nourison umbrella eight years ago, and branded Mina Victory. Launched in late 2008, Nourison's home accents group, at that time, offered a range of pillows made from panels of needlepoint and petit point Aubusson rugs, and a large collection of silk pillows embellished with wire embroidery and semi-precious stones.
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"Nourison is known in part for its bling in pillows, so I decided to take the beading and embellishments outside." -- Mina Peykar, Nourison |
In the years since, Mina Peykar has infused the division with a breath of contemporary fresh air, adding a broad range of sumptuous pillows not only for the indoors, but outdoors as well. In fact, hot products at the spring 2016 New York Home Fashions Market were a lively assortment of outdoor designs that features the embellishment Nourison accessories have become known for.
DAZZLING OUTDOOR DESIGNS
"Nourison is known in part for is its bling in pillows, and I decided to take that beading and embellishment outside," Peykar said. "Everybody is buying them. It is new and different. We also researched fashion color trends for outdoor fabrics and incorporated them into the line. Outdoor furniture is typically neutral. Once you add a pillow with color, it changes the whole look of the backyard."
Crafted of Sunbrella fabric, bling adorned and embroidered outdoor pillows by Mina Victory are machine washable.
New colors include rich blues and corals with a dazzle of beading, embroidery and embellishment. In a range of designs from nature-inspired seahorses, fish and hummingbirds, to reworked American stars and stripes, the latest introductions are crafted of soft, solution-dyed Sunbrella fabric.
The outdoor pillows do not fade or shrink. They are available in 18" square, 20" square and 14x24, and are machine washable. "You turn them inside out to protect the beading before washing. That's it," Peykar explained. "We accomplish a high-end look at a very good price," she continued.
NEW FRONTIERS
In addition, Nourison's assortment of throws continues to grow with the addition of new styles crafted in a selection of materials from all cotton, to cotton and silk, and cotton/acrylic/ polyester blends.
During the New York market, Peykar also introduced a new collection of vintage French-country styled accessories crafted of recycled leather. That range includes pillows, floor mats, cubes and a collapsible storage cube (another first for Nourison).
Nourison debuts a vintage French country-styled collection of accessories (including pillows and collapsible storage cube) crafted of recycled leather.
The latest frontier for Mina Victory, which will be officially unveiled at High Point Market, includes an assortment of leather tablet bags embellished with embroidered "hot lips" and hashtag motifs and plain or perforated leather. Peykar said she is also working on a much higher end handbag line, which will wholesale for about $400 to $500.
Mina Victory tablet bags, designed to secure ipads, cell phones, keys and more, will be shown with fun motifs and sophisticated styling in High Point.
