Thursday, August 13, 2009


New York Market Center, 230 Fifth Avenue
August 12th, 2009

Words, Images Judith Ecochard

We relate to some guys we know…as the allure of the domestic arts completely eludes us too.

EXCEPT the one household slice of life we can spend hours slavishly devoted to: luxury bed linens, bath towels, and pillows in shapes we don’t even know the names of…

We meditate on our mantra ‘high thread count,’ get shivers from the sensuous silky soft touch of satin sheets, and just want to do a plunging swan dive into plush pillows –and onto fluffy down comforters---a honing drive that has got to be instinctual.

Which makes us very happy that we could preview the new Scandia Down® collection of scrumptious bed, bath and travel items… led by the maestro Tyler Heiden Jones who has taken the brand and brought it forward.

We remembered the education we got at last year’s preview- on the special-ness of premium down. In Scandia Down®’s case, the down is exclusively sourced from European countries, and then washed and treated in a proprietary multi-step process. Leaving only the best feathery fillers – 100% DOWN…. that’s hypoallergenic too.

Beginning with the re-fashioned logo (crisp bold font) and packaging…the Scandia Down® collection refocuses on the company’s strengths and customer needs.

“Scandia is well positioned…offering a fresh perspective on American luxury,” Jones noted. “We are an American brand…that works for the lifestyles of American consumers.”

This translates into the “natural progression” to offer ‘only’ three categories of comforters that are clearly differentiated---visually too---making it easier to get what one needs with out the overload headache.

For the starter home, comforters with 600 fill ($500-700) are great for starter homes or guest bedrooms. A bump up, the 750 fill (about $1000) is the “master bedroom” selection. On the high-end, the crème-de-la crème 100% silk St.Petersburg and 100% silk/cotton Luxemburg is filled with 850 primo fill from Siberia.

Similar to dressing up one’s wardrobe with the basics and added flourishes, Scandia’s reinterprets the playing up one’s bedroom with assorted sheet sets that are interchangeable, versatile and durable (washable!!!).

Selections to cherry pick from include the new metalasse coverlet in the stunning Fern pattern. We loved how this textured option (made in Portugal) – in a soothing sage green, interplays with the leaf patterned, Jacquard and sheets.

A new luxury collection of sateen sheets - comes in handsome colors- and is a real value (around $400 Queen set). Matching coverlets are reversible (love) in smart tonal pairings like twilight/off white, plum/gray, willow/white etc. Jones pointed out how wonderfully versatile this item is…as one can use a darker shade in the winter, for example, then flip over the coverlet for a lighter, more summery look.

The stunning St. Petersburg collection is still available. Jean Harlow/ Hollywood worthy, this line is crafted in Germany and has the hidden details-like well hemmed/hidden buttons on envelope pillowcases-that we marvel at. Custom monogramming is available..


Scandia goes eco with the cool to the touch percale sheets made from Lyocell-derived from wood pulp (similar to Tencel ™-that’s widely used in performance wear). Meaning, it’s breathable, aids moisture management (great for warm weather), and launders easily with a simple spin in the dryer restoring the softness. (Around $300/ Queen set).

The substantial shower curtains in white- are patterned and practical (washable). And sink into thick absorbent Turkish towels and robes (600 weight)- set to launch in late September…have exceptional trim treatments that fit modern and traditional decors without fussy frills.

We think that Scandia Down® is well positioned for consumers demanding value and upscale products…and looking for household attire that “never feels like its dated.” Almost all items we saw are ready to ship in early September.