Royal Doulton partners with Legend Australia for exclusive collection
Marking its 200th birthday, homewares brand Royal Doulton has teamed with Legend Australia to create an anniversary range of bed linen celebrating the best of British design.
Royal Doulton approached Legend Australia for the first time collaboration according to product and marketing manager, Dimity Green.
“As Royal Doulton celebrates 200 years of design, the brand moves further into the home,” she says. “Encompassing a lifestyle space, where luxury brand names are sought after for their premium quality and design. Royal Doulton approached Legend Australia to create a capsule of bed linen designs to make the connection between the spaces.”
The range consists of six designs plus cushions, sheet sets, bathroom towels and a throw, and the overall colour palette is a mix of white, navy and charcoal with highlights of red and pewter.
Patterns and textures within the range draw inspiration from folk drawings in children’s books, modern takes on the classic herringbone, and even elements of the Pop Art movement.
“The Royal Doulton heritage and design innovation has captured a younger contemporary consumer today, and the success of the tableware has driven the lifestyle category into the home. Royal Doulton’s reconnection to London artists has created a great tableware collection offering a unique opportunity to extend the designs into the bedroom while tying the home’s overall aesthetic back to the dining area.
“Legend’s key strengths are its experienced heritage in bed linen design and development. This global adaptation has given us a unique advantage in the marketplace of fusing contemporary design with heritage to create innovation in the bedroom space,” she explains.
The design process starts with the product and marketing manager researching and travelling to the home of Royal Doulton in the UK, says Green.
“Meeting with the RD design team in person is important to understand the key initiatives from a global perspective, to adapt to the Australian market. The Australian design team then create bed sketches including fabric examples and then quilt covers are printed and or woven as samples to scale to showcase to key buyers.”
Feedback to the new range has been very positive Green says, and the collection is available nationwide from retailers including major department store, Myer.