Nate Berkus And mDesign Launch Premium Collection Exclusively At Bloomingdale’s

Nate Berkus wants to make your bed. And he wants to make it with his new premium brand, the Nate Home Signature Collection, which will be sold exclusively at Bloomingdale’s. It’s a step up from his initial Nate Home Core Collection, which is priced from $15.49 to $161.49. Prices for the Signature line range from $48 to $448.

Both the Core and Signature collections were launched in partnership with mDesign. Berkus, the celebrity home designer and co-host of “The Nate and Jeremiah Home Project” on HGTV, said, “My signature collection is an extension of my philosophy that luxury is rooted in comfort and enduring style.

“We were very intentional when choosing fabrics colors and textures for this collection in order to create what I know matters, to consumers, to myself as a consumer and to the Bloomingdale’s customer,” Berkus said.

Susan Lizan-Immerman, co-founder and CEO, and Bob Immerman, co-founder and president of mDesign, have quickly grown the company into a $300 million-plus powerhouse and top-ranked Amazon
AMZN
seller since its inception in 2015.

mDesign partnered with Berkus on the Core collection he launched in March, which is sold at mDesign, Target
TGT
, Amazon and Wayfair. Berkus in 2012 designed The Nate Berkus Collection exclusively for Target
TGT
Corp., which was sold exclusively at Target stores and Target.com.

“We’re thrilled to be able to leverage our manufacturer and retailer relationships to bring Nate Home nationwide,” Lizan-Immerman said at the time of the Nate Home Core launch.

Nate Home Core bedding and bath products are “licensed out in different areas,” Lizan Immerman said. “What we did was put it all under one roof, the bath, the bed, everything. It makes it much easier for approvals and for Nate himself.

“We’re a company that excels in a lot of different product categories,” Lizan-Immerman added. “I approached Bloomingale’s. I have a relationship with the store. We have the core collection, but we wanted to launch a premium Signture collection. I couldn’t think of a better partner than Bloomingdale’s.”

The retailer is leveraging its footprint in New York. The Nate Berkus Signature collection will be showcased at the Bloomingdale’s flagship’s home floor and it will have a window presentation at the 59th Street store.

“Bloomingdale’s is a store that definitely believes in bed and bath,” Lizen-Immerman said. The Signature collection is sold at nine Bloomingdale’s doors and has an online presence on the retailer’s e-commerce site. Berkus is scheduled to make a personal appearance on May 10 at the flagship.

At this point, Signature is exclusive to Bloomingdale’s for about six to eight months, Lizan-Immerman said. “It’s the perfect fit. Certainly, no matter what we do going forward, there will be certain things that we do only for Bloomingle’s. We wanted them to have the opportunity first.”

Lizan-Immerman said the Core collection is beautiful, but “you’re definitely on a different level with regard to the materials that we’re using for Signature. It allows us to really elevate the product. Both lines have their own separate identities. These Signature sheets are probably going to be the most comfortable, buttery beautiful sheets that you’ll want to seep in. The sheets are absolutely magnificent.

“We took his towel and we made it better,” Lizen-Immerman said. “The weave is our weave and it can’t be duplicated. We’re eco-certified and we make sure that our products meet all of the sustainability requirements.”

Berkus and mDesign have been on aggressive tear for a first-year launch. “We did the Core collection, the Pantry collection and the Signature collection,” Lizen-Immerman. “They are all very well thought out collections, it wasn’t bits and pieces.”

“There’s a distinct difference between the two collections,” Lizen-Immerman said. “Nate is bringing his aesthetic to the masses and bringing his aesthetic to his signature line. Both collections are beautifully crafted and beautifully made. The Core collection is a little bigger.

“Right now the Core line has been more e-commerce and marketplace-centric, along with Amazon and Target, Walmart
WMT
and Wayfair, and the list goes on and on,” Lizen-Immerman said. “There’s a different dynamic when you do an e-commerce and brick and mortar launch. Everybody is thrilled that he’s back in this area. People have held onto his towels forever. There’s a really large assortment of bedding as well. Launching three distinct lines was aggressive on our part.”

How many skus in Core collection: 68 Skus

• This doesn’t break out sizes and colors of the same item, but it does include different size dec pillows, and duvet covers and comforters in the same print separately

How many skus in Signature collection: 18 skus

This doesn’t break out sizes and colors of the same item,

How many skus in Core collection: 68 Skus

• This doesn’t break out sizes and colors of the same item, but it does include different size dec pillows, and duvet covers and comforters in the same print separately

How many skus in Signature collection: 18 skus

This doesn’t break out sizes and colors of the same item,

How many skus in Core collection: 68 Skus

• This doesn’t break out sizes and colors of the same item, but it does include different size dec pillows, and duvet covers and comforters in the same print separately

How many skus in Signature collection: 18 skus

This doesn’t break out sizes and colors of the same item,