Weathervane Hill Increases Business by More Than 50 Percent
September 5, 1999
Norwalk, CT (USA) -- She calls it "boutique branding" and according to Meri Stevens of converter Weathervane Hill, it is the crux behind the company.
"We saw that there was a definite need in the marketplace for a small boutique brand," said Stevens. "Our point of view is targeted marketing. We are not everything to everybody."
The company began three years ago, the same time Stevens announced her retirement after 16 years at Waverly. Tom Roth, who knew Stevens from previous business relations, invited her to examine his new business venture. Before Stevens realized it, she had a chance to become a partner in the business. Later she brought Reuben Lentz to the team, a long time friend and business associate. All three are principals, along with John Tompkins.
"I saw a unique product that needed to be pulled together, marketed and expanded," said Stevens. She felt that her previous experience could be used to benefit Weathervane Hill. "Having come out of a big company where it was highly structured and used sophisticated planning techniques," said Stevens, "I was able to adopt this to a smaller company. We have a great appreciation for fine textiles and that is what we do, produce fine textiles," she said, pointing out that the business is not driven by price but by producing beautiful fabrics at great price points. All fabric is composed of 100 percent natural fibers, 90 percent of which are produced in India.
The concept from the beginning was to build on the product line like a pyramid, always building on existing strengths. During its first year, the company focused primarily on a classic look, made up of three lines of plaids, checks and stripes in 30 different varieties. It was a narrow product line, but good for decorators. The next move was to sheers and tri-color fabrics, all still coordinating with the three original lines. Because Weathervane Hill focuses on selling programs, a natural customer is the jobber, said Lentz, who noted that the company does major business with jobbers. "It is fool-proof decorating," said Stevens.
During the transition into the second year the company was careful to develop color stories that worked with previous projects. The line of Vintage tickings, based on vintage mattress tickings from the 18th and 19th century, were made up of six color stories. "We're not like a lot of other converters," said Stevens. "We work on a process of rolling introductions." Also during the transition, the company started producing Lissere, a small scale jacquard taken from 18th century ribbon patterns, that became very popular with the made-up segment. After an increase of 50 percent from the first to the second year, the company began adding fresher and brighter colors to the Lissere and schiffli embroidery, raffia, and eyelet to its collection. The embroidery, which was referenced from Swiss embroidery, comes in white and ivory and is all hand woven, which according to Stevens, gives the fabrics character and personality, instead of a homogenized look of 21st century technology. During its second year, the company saw an increase of 38 percent.
Now in its third year, Weathervane Hill has introduced crewel, rooted in 18th century embroidery, embroidered and appliqued organdy, all of which, according to Stevens, "is a natural extension of the company's original embroidery." The company has also started licensing for the first time. A wallpaper book with Imperial will be coming out this summer. It consists of five patterns in 22 colors. "It supports our name and gives people another chance to know who we are," said Roth.
In Weathervane's future lies the possibility for more fabric and more licensing. "As technology influences our lives more, the 'softness' of soft-furnishings will be more important," said Stevens. "We are a lifestyle company, which means we have to be in tune with the consumer. We are a traditional, classic, well designed product, ahead of the trend."
More time at home means more interest in decorating. And as long as that interests stays alive, Weathervane Hill will keep producing.
"We saw that there was a definite need in the marketplace for a small boutique brand," said Stevens. "Our point of view is targeted marketing. We are not everything to everybody."
The company began three years ago, the same time Stevens announced her retirement after 16 years at Waverly. Tom Roth, who knew Stevens from previous business relations, invited her to examine his new business venture. Before Stevens realized it, she had a chance to become a partner in the business. Later she brought Reuben Lentz to the team, a long time friend and business associate. All three are principals, along with John Tompkins.
"I saw a unique product that needed to be pulled together, marketed and expanded," said Stevens. She felt that her previous experience could be used to benefit Weathervane Hill. "Having come out of a big company where it was highly structured and used sophisticated planning techniques," said Stevens, "I was able to adopt this to a smaller company. We have a great appreciation for fine textiles and that is what we do, produce fine textiles," she said, pointing out that the business is not driven by price but by producing beautiful fabrics at great price points. All fabric is composed of 100 percent natural fibers, 90 percent of which are produced in India.
The concept from the beginning was to build on the product line like a pyramid, always building on existing strengths. During its first year, the company focused primarily on a classic look, made up of three lines of plaids, checks and stripes in 30 different varieties. It was a narrow product line, but good for decorators. The next move was to sheers and tri-color fabrics, all still coordinating with the three original lines. Because Weathervane Hill focuses on selling programs, a natural customer is the jobber, said Lentz, who noted that the company does major business with jobbers. "It is fool-proof decorating," said Stevens.
During the transition into the second year the company was careful to develop color stories that worked with previous projects. The line of Vintage tickings, based on vintage mattress tickings from the 18th and 19th century, were made up of six color stories. "We're not like a lot of other converters," said Stevens. "We work on a process of rolling introductions." Also during the transition, the company started producing Lissere, a small scale jacquard taken from 18th century ribbon patterns, that became very popular with the made-up segment. After an increase of 50 percent from the first to the second year, the company began adding fresher and brighter colors to the Lissere and schiffli embroidery, raffia, and eyelet to its collection. The embroidery, which was referenced from Swiss embroidery, comes in white and ivory and is all hand woven, which according to Stevens, gives the fabrics character and personality, instead of a homogenized look of 21st century technology. During its second year, the company saw an increase of 38 percent.
Now in its third year, Weathervane Hill has introduced crewel, rooted in 18th century embroidery, embroidered and appliqued organdy, all of which, according to Stevens, "is a natural extension of the company's original embroidery." The company has also started licensing for the first time. A wallpaper book with Imperial will be coming out this summer. It consists of five patterns in 22 colors. "It supports our name and gives people another chance to know who we are," said Roth.
In Weathervane's future lies the possibility for more fabric and more licensing. "As technology influences our lives more, the 'softness' of soft-furnishings will be more important," said Stevens. "We are a lifestyle company, which means we have to be in tune with the consumer. We are a traditional, classic, well designed product, ahead of the trend."
More time at home means more interest in decorating. And as long as that interests stays alive, Weathervane Hill will keep producing.
