Home / Knowledge / News / Textiles / MTV partners with Portico New York
MTV partners with Portico New York
20
Oct '08
For the first time globally, the channel in partnership with Portico New York has launched 'Laid by MTV', an exclusive collection of bed sheets & bed sets that compliments the attitude, personality & moods of today's youth.

'Laid by MTV' is characterized by very unique & distinctive designs adding freshness, vibrancy & color. The designs which are quirky, stylish & hip are inspired from an array of youth interests such as tattoos, gadgets, fashion, skulls & skeletons.

The collection will be available at all leading department stores, book stores, furniture stores, home décor & furnishings stores. Known for its innovation, MTV has augmented itself across various consumer products categories giving its viewers an opportunity to touch & feel the brand. Portico, too, has been at the forefront of experimentation by offering new products to its consumers each time.

Portico has demonstrated track record of creating new market segments (kids, health etc) in bed and bath soft furnishing category where there was latent consumer demand. The youth today is independent, discerning & global. They want every aspect of their life to reflect what they are. With no option in the current market catering to their needs in the home décor category, they can now choose designs that are unconventional, inimitable & matches their persona. The logic is simple - "it's my life, it's my room & it's my bed, so let me decide!" Commenting on the range, Sandeep Dahiya, Associate Vice President - Consumer Products, Viacom18, added, "For the last 13 years, MTV has been in the bedrooms of its viewers and with the launch of 'Laid by MTV', we now get in their beds.

The launch of 'Laid by MTV' is in line with our broad strategy of becoming an integral part of various interest points in our viewers' life. We are glad to partner with Portico New York to bring a range that is 'unique', 'sexy' and 'very young'. We are sure that when you're 'Laid by MTV', there's no reason to get out of bed."

Rajiv Merchant, CEO of Creative Portico India Pvt ltd, added that "In the current bed and bath market, no products are designed for today's youth. We see this as an opportunity and would like to explore the same with none other than the most popular youth brand MTV. For us, we have been traditionally selling our products to 4 to 12 year's kids with various license merchandise and 25 to 40 years lady with Portico."

"MTV fits in very well with 14 to 24 years customer and we catch our customer very young and remain with customer from 4 to 40 years by having different offerings."

Portico New York


Must ReadView All

Courtesy: Michael Kors

Fashion | On 25th Jul 2017

Michael Kors to acquire Jimmy Choo

Global fashion luxury brand Michael Kors Holdings Limited has reached ...

Apparel/Garments | On 25th Jul 2017

VF Corp posts $2.4 billion revenue for Q2 2017

VF Corporation has recorded revenue of $2.4 billion, up 2 per cent,...

Textiles | On 25th Jul 2017

Global growth to pick up in 2017 and 2018: IMF

The pickup in global growth anticipated in the April World Economic...

Interviews View All

Rahul Bhadani
Looksgud

Navigating through catalogues is a bit hasslesome

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Headhonchos
Indian fashion industry

Cotton consumption will keep growing in the Indian fashion industry

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X