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HFI Brands Launches First Home Collection for Lilly Pulitzer

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This October, HFI Brands—a premier brand development specialist announced that it will partner with a legendary fashion design brand to launch a 200+ piece furniture line for the fall 2010 High Point Market.

The Lilly Pulitzer® name is synonymous with the sleeveless shift dress made of bright, colorful printed cotton in pink, green, yellow and orange, that started the fashion craze back in 1960. Throughout the '60s and '70s, Lilly Pulitzer stores sprang up in resort locations nationwide and Lilly's colorful print designs became the banner of the resort chic lifestyle. Today, the brand continues the same traditions it began more than 50 years ago. Now Lilly Pulitzer will “shift” once more, bringing her colorfully famous fashion into the home furnishings space. 

“Ever since Lilly’s colorful dresses began attracting more attention than her fresh juices, Lilly’s life went from squeezing fruit to designing fashion,” said Britt Albright, creative director for HFI Brands. “The Lilly Pulitzer Home collection promises to deliver Lilly’s same style, inspired color palette and unique sense of fun to consumers’ everyday lives.”

The new furniture collection from Lilly Pulitzer Home will introduce a fresh blend of clean transitional styling and mid-century classics that offer a full array of designs for the bedroom, dining room and living room spaces.  Case goods will feature classic Palm Beach white finishes, along with new crisp mahogany veneers, woven materials and colorful lacquers (think Lilly pink!).  Rounding out the collection will be a new upholstery introduction in Lilly’s iconic prints, newly designed from Lee Jofa. 

“Lilly Pulitzer is a brand consumers already can’t get enough of,” said Steve McKee, president and CEO for HFI Brands. “Expanding this ‘love of Lilly’ into the home furnishings space just makes sense, and we are so excited that Lilly Pulitzer has partnered with HFI Brands to make that happen. There will be nothing subtle about this modern celebration of furniture at Lilly Pulitzer Home – get ready for a show stopper.”

Under HFI Brands, Lilly Pulitzer Home will have access to HFI Brands’ full product design and development, marketing and distribution and retail sales functions. Based in Irving, Texas, HFI Brands brings more than 60 combined years of expert brand development and manufacturing-to-retail services for its associated brands. With strategic alliances in Asia through Outlook International, HFI is structured to give brands access to the largest quality control, sourcing and production management network worldwide, delivering exceptional product, quality assurances, and profit potential.

Other brand companies represented by HFI Brands include Hotel Maison, Barclay Butera Lifestyle, and Peoploungers.

About HFI Brands: HFI Brands is a product design, management and marketing company strategically created to eliminate significant industry overhead and deliver measurable value to both retailers and the consumer. The leadership team at HFI Brands includes individuals with extensive home furnishings design and marketing experience plus an infusion of young and innovative thinkers, which assures the company will remain on the cutting edge of style, design and innovative marketing. HFI Brands has established a strategic alliance with Outlook International, the largest and most respected Asian quality control, sourcing and production management network existing. The HFI Brands creative direction and marketing team is located in Dallas, while the operations office is in High Point, North Carolina. The company also maintains a design/engineering office for full-scale design detail, rendering and material support in Cebu City, Philippines. More information can be found at www.hfibrands.com.

About Lilly Pulitzer: Lilly Pulitzer provides apparel and sleepwear for women, apparel for children and men, accessories including eyewear, shoes, handbags, jewelry, belts and gifts, fragrance, stationery and two entertaining books, all inspired by the authentic Palm Beach lifestyle. It all started with a juice stand and a simple shift dress that showcased a colorful print intended to hide fruit juice stains while looking fabulous. The dress became such an instant hit, Lilly stopped selling juice and started selling dresses. Now after 50 years of success, there are over 75 Lilly Pulitzer Via Shops in addition to a number of company-owned retails stores and major department stores nationwide. More information on products, distribution and the Lilly story is available at www.lillypulitzer.com.

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