Introducing James Dunlop Classics

It is easy to get caught up in the constant delivery of new product. The catalyst for the James Dunlop Classics collection is to identify which top selling plain upholsteries and draperies within our stable warrant a reinvestment every few years. By reinvigorating the colourlines, resampling, and relaunching these key products we can stimulate sales and ensure they remain current for years to come. We appreciate that there is an element of risk involved when a client invests in a new product, so customers will love our James Dunlop Classics. They know the product and how it makes up, they trust it – and trust is vital as people tend to redecorate their homes on average every 10 years.  

Cavalier has been in the range for over 10 years, yet it remains one of our top selling sheers. When it was first launched it became an industry leader because it has the appearance of yarn dyed linen, but it is predominately a synthetic composition. Being 70% polyester, Cavalier was recognized as a wide width sheer that could withstand our harsh environmental conditions. Even now, despite the abundance of market competition within this product category people still love Cavalier. It’s a fantastic sheer with ongoing sales success – it definitely justified a recolour and a relaunch.

Read more: Delicate, light, translucent | Sheers

We conduct sales data analysis and only reinvest in resampling the top selling colours, which are generally (but not always) neutrals. The original Cavalier colourline was predominately neutral so in this case we are extending the colour palette. This is a great opportunity to critically review the colourline to ensure the neutrals are fresh and current, and that any outdated shades are replaced with beautiful decorative colours.

I’m hoping the new colour palette will be embraced by our loyal Cavalier customers as well as entice new clients. The refreshed colourline has completely transformed this product – you can expect to see all the top selling shades with the inclusion of a bright white, six new fresh neutrals, duck egg blue, blush, ginger, deep moss green, citrus based martini green, a classic ink blue, and black. 

Studies show that pulling shades of nature indoors can positively impact wellbeing. We have seen a resurgence of colour confidence in recent years, especially within the spectrum of green! Green is natures neutral – from soft shades of willow through to dark moss, green is a wonderful colour choice for those seeking a restorative decorative colour that pairs effortlessly with layers of neutral tones. After years of being a ‘trend colour’ blush pink is now considered a modern, warm neutral. No longer confined to the little girl’s bedroom, we’re seeing blush embraced throughout main living areas paired with pigmented shades of terracotta, ochre and burnt orange. 

Read more: Forecasting trends in 2022 | Escapism

A key focus for the James Dunlop brand moving forward is to expand our decorative colour offering. By delivering accessible luxury in compositions and constructions that can be confidently lived on, we can cater to our client’s desire for aspirational trends and beautiful colours at all levels of the market.