Brand Book New at May’s Zona Libre, S.A.
life should be MORE ROYAL For over 50 years, Royal Velvet has been celebrating home fashions, offering sophisticated designs that foster creativity and welcome you home. Royal Velvet is a premium home brand that inspires self expression and delivers quality and comfort that people know, trust and love. Royal Velvet is the authority on color, providing a variety of choices for personal expression in individual spaces. With Royal Velvet, every home receives the royal treatment.
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brand OVERVIEW BRAND POSITIONING • Women ages 25-55 • Modern, stylish, luxurious, affordable, detailed and colorful • Amazing quality, amazing style
PRODUCT CATEGORIES • Basic Bedding
• Window Treatments
• Fashion Bedding
• Furniture
• Bath Towels
• Tabletop
• Bath Accessories
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brand HISTORY 1954
Towel
1998
Basic Bedding
1968
Rug
1999
Table Linens
1982
1984
1985
1991
Kitchen
Sheet
Top of Bed
2008
2009
2010
2011
Robe Slippers Shower Kitchen
Baby Sheet Duvet Top of Bed
JCPenney aligns for Royal Velvet home brand program
Duet Towel Duet Rug Basic Bedding Blankets
Blanket
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advertising CAMPAIGN Royal Velvet has enjoyed a long term relationship with iconic beauty, Brooke Shields, and her family. A national marketing campaign captured her family’s “Life, more colorful” with Royal Velvet.
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advertising CAMPAIGN
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retail Royal Velvet’s towels, bedding, robes and bath accessories reached millions of homes when featured in Bed Bath & Beyond’s weekly circulars.
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in-Store OVERVIEW
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in-Store OVERVIEW
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life should be MORE ROYAL