WestPoint Stevens Nets Charisma®, Revamps Bedding
WestPoint Stevens Inc., West Point, Ga., has signed a licensing agreement with Charisma® brand owner Official Pillowtex LLC to market the Charisma line of luxury bed and bath textiles. Official Pillowtex LLC is a consortium of companies formed to acquire the assets of Pillowtex Corp. after the Kannapolis, N.C.-based home textile manufacturer shut down in 2003.
WestPoint Stevens is forming a new Charisma Home Division to market the brand. Products will include fashion bedding, decorative pillows, bath textiles and accessories, blankets, throws, and down and down-alternative products. They will be sold in select department stores and upscale catalogs.
Judi Alexander - formerly vice president, marketing, Basic Bedding Division - has been named vice president, Charisma Home.
In related news, the company will integrate its Basic Bedding Division's marketing, product development and sourcing functions under the leadership of Ida Moran -formerly vice president, basic bedding sourcing - who has been named vice president, marketing, product development and sourcing.
The alignment was made in response to substantial growth of the company's global sourcing
activities. "The synergy of the three functions will be much stronger in a consolidation under the
direction of one person," said Arthur Art Birkins, president, Basic Bedding Division.