Collections characterized by premium-quality features competing will compete directly with Chinese imports.

 Kirbyville, MO – Consistent with the company’s strategic goals of brand segmentation and compelling value, VHC is pleased to launch Ashton & Willow ©, a complete new product group for top-of-bed/bedroom buyers.

Select Ashton & Willow Spring 2014 collections are being prelaunched this fall due to overwhelming buyer feedback and support, with an even more extensive regular launch in December.  Items include patchwork bedding, shams, pillows, bedskirts, throws and window treatment.  Designs appealing to a wide variety of tastes within the country/Americana home décor category, ranging from rustic and primitive to cottage, coastal, and vintage, will be the focus of the brand.  Complete details will be given to qualified interested retailers, and active VHC buyers.

“Our premium bedding collections under the Lasting Impressions ® label are now supplemented with an equally strong, compelling brand story addressing a more middle-market user and price point. There is a tremendous void in the current market for this level of product.  Nobody offers real woven plaids, specially-designed prints, and the hand quilted finishing touch that defines VHC as a superior choice when compared to Chinese imports,” continued Mr. Kline.  “We don’t believe Americans deserve less quality with increasing costs in their choice of bedding, we believe they deserve and want more.  Ashton & Willow presents a real alternative to a sea of sameness, with no compromises on what aspects of our business our buyers love.”

The company’s very popular Drop Ship and Immediate Ship programs allow maximum flexibility for all types of retailers, including specialty online stores, better independent stores, and those merchants that supplement both of these channels with catalog sales.

VHC Brands (formerly known as Victorian Heart) is a multi-line textile designer and importer/distributor with offices in rural Missouri and Delhi, India. All products and fabrics are designed exclusively by and for VHC.  The company offers a wide selection of merchandise for independent, chain, catalog and internet retailers; some items are available through wholesale distributors including CWI and AT Imports.  VHC Brands is comprised of Lasting Impressions: premium bedding, window and rugs; Ashton & Willow: midpoint priced bedding and window; Nancy’s Nook: tabletop and kitchen accessories; and Bella Taylor: quilted handbags, travel and accessories. Call, fax or email today: 888.334.3099, fax 877.775.3833, info@vhcbrands.com.