Industry Views

Combatting Commoditization: Mélange Home Expands Brands

Though no stranger to the licensing arena, Mélange Home (212-689-2002, melangehome.com) is making a bigger push to offer more branded products. When asked what is most challenging in the home fashions business today, Alan Laytner, senior partner, Mélange Home, replies, “Finding your niche that is also important to your customer. Today, everyone can go overseas to make products and ship direct-to-consumer. You need to offer something special.



“Another factor is how often products quickly get commoditized. For example, last September weighted blankets hit the marketplace,” Laytner says. “Soon more companies began offering them in lesser quality materials for lower prices. So a new idea can quickly lose its specialness, and become an easily accessible commodity.

“Given those issues, it’s difficult to set yourself apart,” Laytner states. “At Mélange Home, we distinguish our in-house products through superior fibers and our weaves. We also do private label products and have had licensed lines in the past, but are expanding our licensed brands to further set ourselves apart.” Each of the company’s three brands features top-of-bed elements: sheets, comforters, quilts, duvet covers, throws and decorative pillows.



The Modernist, Concept & Design by Ron Chereskin line (shown right) launched for Mélange Home in March 2019, highlighting microfiber sheets with modern graphic patterns that capitalize on designer Chereskin’s men’s fashion legacy.



Debuting for Mélange Home in August/September are the Barbarian and Christopher Knight Collection brands. Behind Barbarian (pillows shown at top) is California-based artist Barbara Ignatiev, whose vibrantly hued prints, drawn from her original hand-painted artworks, express a wild-at-heart rebel spirit. Her watercolor-effect and Bohemian style designs already adorn products in wall art, fabric, apparel, tech and décor categories.

Christopher Knight, known for playing Peter Brady on the 1970s tv series “The Brady Bunch,” also developed a career as a savvy businessman. The Christopher Knight Collection (shown above center) from Mélange Home is building on the successful Christopher Knight Home furniture line offered through Overstock, Target, Amazon and Evine.com. The home textile designs will feature a variety of styles, all with a relaxed feel.