JELC signs Riva Home to create cushions and towels featuring seaside postcard brand.
The Bamforth Vintage Collection is moving into the interior accessories and soft furnishings sector.
JELC has signed up Riva Home to create a special range of cushions and beach towels decorated with some of the most famous illustrations from the saucy seaside postcard brand.
There will be eight to ten cushions and five beach towels in the first wave, which will be hitting retail from January 2013.
Riva will be targeting large chain stores, independents and home furnishings specialists. The range will also be on the firm's stand at Spring Fair 2013.
"Bamforth's words and images adapt so brilliantly to beach towels and cushions that it's hard to believe we were lucky enough to be the first to bring them together," said Justin Green, director at Riva Home. "We are delighted that we were chosen to produce this new range, which we're sure will be popular with a wide range of consumers."
Janet Woodward, director at JELC, added: "Seasides and sofas are very much part of the Bamforth heritage and this range of beach towels and cushions is a perfect reflection of that heritage."
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