Downlite is gearing up to grab a bigger piece of market share | Home Textiles Today

2022-09-17 05:21:29 By : Ms. BinBin Ye

Downlite is relaunching its Dream Naturally brand with a fresh approach to design, product and packaging.

Mason, Ohio – After 20% year-over-year growth in 2021, Downlite is pushing forward with new initiatives to keep the momentum going.

“We not only want to be better at everything we do, we want to be the best,” said CEO Joe Crawford, former CEO of Pacific Coast Feather Company, who came out of retirement to join the business in September 2019. “Do we want to be the biggest? No. But we can be bigger.”

The company over the past few years has invested approximately $3 million to speed turnaround times, lower costs to boost value and bring on leadership to lay the foundation for growth going forward.

Earlier this year, it hired Hollander vet Beth Mack as chief marketing and merchandising officer, and former Himatskingka exec Jannice Cameron as VP of marketing. The senior team rounds out with Josh Werthaiser, CFO; Brain Parnes, COO; and Linda Howard, SVP of sales. All will be attending New York Home Fashions Market this month.

“While Downlite is a family business, we know it is critical to surround ourselves with strong professionals to drive our business success,” said Werthaiser, whose family launched the down and feather business in the 1800’s.

The company also benefits from its business serving the filled garments and sleeping bag industries, including brands such as Columbia, North Face and Lululemon. It recently opened a feather and down processing facility in Canada to support its accounts there.

“The garment companies are usually out front compared to home,” said Crawford. “Being a large player in the outdoor market gives us the insights and an early look at innovation and the latest technology.”

On the home side of the business, the Ohio-based manufacturer recently invested $250,000 in new pillow blowing equipment. And as the largest manufacturer of mattress pads in the U.S., Downlite it is looking to leverage its domestic production to win a bigger share of the category.

For New York Home Fashions Market, the company will relaunch its Dream Naturally brand with a fresh approach to design, product and packaging. It will introduce three collections:

The collection emphasizes a soft hand, fun textures and recycled poly fills. Downlite will also offer new products under its licensed lines, which include Pendleton, Eddie Bauer, Tommy Bahama and Stearns and Foster. Sustainable packaging solutions will also be a focus during market week.

The company will be showing at Home Studios, 873 Broadway, Suite 410.

Editor-in-Chief Jennifer Marks shares news and views from around the home textiles marketplace.

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