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Waverly® and Ellery Home Brands Company To Partner In Home Fashions Business

Furniture World Magazine


A critical step in solidifying the position of Waverly as a premier home furnishings brand was taken with the announcement that Ellery Home Brands Company, an affiliate of Ellery Homestyles LLC, has entered into a long-term licensing agreement to manufacture Waverly branded home fashions products including bedding, window treatments and other home categories, utilizing the vast design archives of Waverly, thus converting the Waverly Home Fashions business to a licensing model. Gerald Puschel, president and CEO of parent company, F. Schumacher & Co. comments, “Our home fashions business has grown to the point where it is beneficial to bring on a partner to allow us additional opportunities in the finished product arena.” Waverly will continue to concentrate on its core competencies of design and marketing for the Waverly brand, in addition to continuing its various licensing partnerships in other key product categories. Ellery Home Brands Company will utilize its expertise in sourcing and execution to further increase the multi-channel distribution of the home fashions business. “We look forward to beginning our relationship with Waverly”, says Budd Goldman of Ellery Homestyles. “Waverly is a name that consumers associate with timeless beauty, exquisite styling and good quality. There is a certain recognition and emotional attachment to Waverly products that is unsurpassed by any other home furnishings brand.” Carolyn D’Angelo, vice president marketing and licensing adds, “The partnership with Ellery Home Brands will allow us to focus on design and marketing, an expertise for which Waverly is known. With a strong partner known for its worldwide sourcing capabilities, Ellery Home Brands will enable us to take Waverly to the next level.” Waverly, a division of F. Schumacher & Co., has played a role in decorating homes around the globe for more than 75 years. As a premier home furnishing brand, Waverly offers consumers fabrics, wallpaper, and a multitude of coordinated home fashions available at various retail channels. Known as an innovative marketer and design leader Waverly has been pursing an aggressive expansion strategy as it seeks to satisfy the ever growing consumer demand for its products. As part of this strategy, Waverly now licenses its designs and brand name to more than 20 manufacturers of high quality home furnishings and related products. Established in 1924, Ellery Homestyles supplies private label home fashion products including window treatments, decorative pillows and throws, bedding, slipcovers and blankets to major retailers in all channels of distribution. Headquartered in New York City, with international offices around the globe Ellery Homestyles continues to meet the demanding needs of today’s retail environment. Ellery Home Brands Company, an affiliate of Ellery Homestyles LLC, will manage the daily operations of the Waverly Home Fashions business.