Eddie Bauer enters the children’s bedding market with the launch of a new collection for kids. The line includes sheet sets, quilt sets, and blankets in five patterns.
“If one thing has become clear to us over the past couple of years, it is the importance of family and creating new memories that last a lifetime,” said Taryn Washenik, senior vice president, lifestyle, at Authentic Brands Group, which owns Eddie Bauer and brands including Reebok and Juicy Couture. “We are thrilled to introduce this new category for Eddie Bauer.”
Four patterns—Poppy Plaid-Fun Pink, Sunnyvale Rainbow Light Blue, Fish-Lake Grey, and Camp-Camo Navy—are available for complete sets, with the Spring Water Tie Dye Grey pattern available for sheet sets.
Sheets are made with 100 percent polyester microfiber, quilt sets are 100 percent polyester, and blankets are made with 100 percent polyester plush and measure 50 inches by 60 inches.
The full line was Consumer Product Safety Improvement Act (CPSIA) tested safe for children ages 12 and under.
“With this collection, we really wanted to tap into our inner child and deliver patterns that were not only fun but could serve as conversation points between the parents and kids,” said Richard Roman at Eddie Bauer parent company Revman. “We look forward to launching new variations and patterns in the near future.”
The children’s bedding line is available now at select retailers such as Amazon and Bed Bath & Beyond.
Eddie Bauer might be trying to steal market share from more established rivals, which have been investing in novel partnerships to drum up consumer interest. Pottery Barn Kids collaborated with Lego on a collection that riffs on the toy brand’s signature primary colors. Pottery Barn’s kids and teens brands have also worked with both Lily Pulitzer and Tracy Reese on special ranges.