April 19, 2016— Home Textiles Today,
New York – Sustainable luxury brand Portico is repositioning, returning to its New York roots and relaunching this month on Bloomingdales.com. It’s also preparing to expand into a host of new categories, including furniture.
Portico was originally a retail store in New York’s SoHo district that attracted interior decorators, architects and shelter book editors. The store went out of business in 2004. Today the brand is owned by earthbound, a New York-based designed studio and licensing agency.
The new soft home collection, which is produced under license by WestPoint Home , previewed in January at the Atlanta International Gift & Home Furnishings Market. “We’re putting it back in front of the interior designers it started with,” said Cayla O’Conner, earthbound product development manager.
James Ngo, earthbound vp of licensing and business development, said the brand is now positioned as “responsible luxury.” The company’s brand book defines Portico’s competitive set as Frette, Matouk, DKNY, Ralph Lauren, Barbara Barry, Calvin Klein and Hugo Boss.
The brand – a charter member of Textile Exchange, the Organic Trade Association and the Organic Fiber Council – is also amplifying its sustainability proposition, according to Danielle Dorn, earthbound design director for licensing. “Some components might be fair trade or ethically sourced,” she told H&TT.
In addition, earthbound is looking to expand Portico into indoor furniture, outdoor living, dining and entertainment, mirrors, hardware, lighting, frames as vases.
Distribution targets for the brand include better department stores, specialty stores, catalogs and e-commerce.
Source: Home & Textiles Today