Vera Bradley Lifestyle Brand Expands with Bedding Launch This Week

This Thursday, Vera Bradley launches its iconic styles into its first bedding collection. The collection of comforters, quilts, coverlets and pillows will simultaneously launch at select Bed, Bath & Beyond and Bon-Ton stores, on VeraBradley.com and in a pop up at its New York flagship store. Vera Bradley also owns its own stores, and because those stores are small in square footage, they will use virtual reality goggles in 10 stores to let consumers see the bedding in 3D room settings.

Vera Bradley is well known for its colorful cotton quilted styles of handbags. It has spent the last several years expanding its brand to luggage, accessories, footwear, gifts, jewelry, stationery and fragrances, updating marketing and bringing in new management to modernize its business and build it into a lifestyle brand. The launch is in time for school bedding for dorm rooms. “We’re constantly talking to our consumer about where the opportunities are for the brand and we heard that she really wanted us to expand into the home category,” said Robert Wallstrom, chief executive officer of Vera Bradley.

Vera Bradley uses Accelerated Analytics to track and analyze product and store sales and inventory at its major domestic retailers.

Source: Women’s Wear Daily