Following the lead of Avon, Tupperware and the Pampered Chef, former executives of the Strouds linens company have launched Private Quarters. The Bell-based manufacturer's "comfort consultants" have been selling bedding and bath merchandise at in-home parties in the South and Midwest. Now the firm is setting its sights on California consumers. Designer Lana Marks, shown here with the Laguna Stripe duvet cover set ($129 for a full/queen), is in tune with trends. The spring-summer collection includes Shabby Chic-style pleated and ruffled sheets, modern bedding sets with a boutique-hotel vibe, and damask prints that coordinate with Hollywood Regency and neo-Victorian boudoirs. Private Quarters also has green goods including bamboo blankets, pajamas and towels (above, from $7.99 for a washcloth to $24.99 for a bath towel) and SeaCell sheets made of vitamin and mineral seaweed fibers. (323) 838-1333, www.myprivatequarters.com.