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Article October 13, 1994

<CR><RD><BR><CS:BOLD>DENIM DISH<BR><BR></CS>GUESS ON THE HOME FRONT: For the shopper who wants a house full of Guess, now there's a place to stock up.<BR>Michel Benasra, chairman and chief executive officer of Pour Le Bebe, based in Los Angeles, which...


DENIM DISH

GUESS ON THE HOME FRONT: For the shopper who wants a house full of Guess, now there’s a place to stock up.
Michel Benasra, chairman and chief executive officer of Pour Le Bebe, based in Los Angeles, which has held the license for Guess’s children and infants apparel for 10 years, now also has a license for Guess Home Collection. A new company, Pour La Maison, also headed by Benasra, will manage the new line.
A Guess Home Collection store opened at the end of August on Rodeo Drive in Beverly Hills, Benasra said, and a New York store opened at the end of September at 465 West Broadway in SoHo. Each store is around 3,000 square feet.
Merchandise in the new line, which is inspired by Guess’s denim and sportswear collections, includes sheets, comforters, towels, bathrobes and kitchen and table items.
Sheets retail from $45 to $50, pillowcases are $12 to $17 and comforters range from $100 to $150. Towels start at $14, going up to $39 for a stonewashed blue bath sheet. There are also some bathrobes, ranging from $100 to $150. Place mats will be about $12 to $14.
All the fabrics in the first group are cotton and include denim, of course, as well as soft green, red and blue checks and jacquards.
“Everything is prewashed to have a very soft feeling,” said Benasra. “The packaging is not plastic: Everything is in a pouch of the same fabric, so you can feel your bedsheets before you buy them.”
Benasra said he is in the process of developing dishes, glassware and other tabletop items to add to the line.
“The Beverly Hills store will probably do about $1.5 million the first year, and I think the New York store will do the same or slightly better, because we’ll have more foot traffic there,” he said.
There are plans to open five or six stores next year, including one in Scottsdale, Ariz., and at the Beverly Center in Los Angeles. Benasra said he started showing the home collection to department stores last week, and will be shipping some of the line to Macy’s East, Bloomingdale’s and Carson Pirie Scott next March.