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DOWNLITE and The Company Store ties up with PrimaLoft

15
Mar '10
Luxury home furnishings manufacturers, DOWNLITE and The Company Store, were recently granted exclusive licensing agreements by Albany International Corp. to manufacture PrimaLoft - The Luxury Down Alternative, and to sell bedding products made with the renowned PrimaLoft brand in North America.

“We have been working with DOWNLITE and The Company Store for over 15 years and they are excellent partners,” said Joe Rumiesz, Vice President and General Manager, PrimaLoft. “They see the tremendous value in the PrimaLoft brand and are as committed as we are in upholding its integrity. We feel the brand is in good hands.”

Under the licensing agreements, PrimaLoft maintains the right to oversee quality control for all products that carry the PrimaLoft name. Additionally, the company will continue to manage brand positioning and marketing efforts. PrimaLoft will also continue to oversee distribution channels of PrimaLoft home furnishing products to ensure that they are properly placed in the market.

PrimaLoft was developed by Albany International Corp. under contract to the U.S. military to mimic the properties of down, while maintaining the performance aspects of a synthetic. It is a unique micro-fiber polyester fill that is as soft and warm as down.

In 1994, PrimaLoft developed an entirely new category in the home furnishings market – The Luxury Down Alternative – when it determined there was an extensive void between high-end, high priced down filled bedding options and inferior quality polyester filled bedding options available to consumers. Since the development of The Luxury Down Alternative, consumers have come to expect a higher quality and higher performance synthetic insulation from PrimaLoft. PrimaLoft bedding has earned a reputation for comfort, luxury and quality. As a result, uncompromising consumers and hotels worldwide choose PrimaLoft for their luxury bedding needs.

Jim Lape, DOWNLITE CEO, commented, “DOWNLITE is to partner with the ultimate luxury down alternative – PrimaLoft. We look forward to continuing to build and expand key programs with our retailers.” DOWNLITE offers a full range of PrimaLoft luxury home furnishings products to include comforters, blankets, mattress toppers and pillows, which are sold in the finest specialty stores, department stores and catalogs. The company will introduce three new PrimaLoft fiber collections PrimaLoft Thermo, PrimaLoft Support and PrimaLoft Memory – all engineered for specific performance attributes and end uses.

"The Company Store is proud to continue its long-standing relationship with PrimaLoft,” said Don Kelley, president of Hanover Direct. “It is the premiere luxury down alternative, and we are pleased to continue to provide this high-quality product to our customers.”

The Company Store, a business unit of Hanover Direct,introduced PrimaLoft as its exclusive down alternative 15 years ago when it recognized a need for a hypoallergenic, easy care option for its popular down bedding products. Due to its success, The Company Store positions PrimaLoft as its Luxury Down Alternative and features it in a vast number of bedding products that range from The Company Store's best-selling LaCrosse comforters and blankets, to mattress toppers and a full offering of pillows. PrimaLoft Deluxe made its debut in The Company Store's February 2010 catalog.

Albany International Corp.


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