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

Textiles | On 20th Jan 2017

TEA expects budget to upscale textile skill industry

The Tiruppur Exporters’ Association (TEA) has requested the Central...

Textiles | On 20th Jan 2017

Bangladesh could earn $60 billion in exports by 2021

Bangladesh is expected to earn over $60 billion in exports by the...

Courtesy: PIB

Textiles | On 20th Jan 2017

Govt to help Tangaliya weavers purchase looms: Irani

Government of India will facilitate Tangaliya weavers in purchase of...

Interviews View All

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Siddharth Biyani
Mangalam Industries Pvt Ltd

‘The manufacturing sector is improving day-by-day, becoming better in...

Eamonn Tighe
Nature Works LLC

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

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

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
January 2017

January 2017

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

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search