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Striking a Cord With Decorators

Ever spent time painting a room the perfect shade of peach or periwinkle only to have to deal with an unsightly brown extension cord winding its way through your home improvement masterpiece?

The very idea pestered Michael Nostrant enough that a lightbulb went off in the Encino-based entrepreneur’s head.

“If you have to go out and get an extension cord, you have your choice of beige, white, cream, brown or black,” notes Nostrant, president of SNS International, a home accessories distributor. “I thought, why not offer them in pink and lavender and powder blue? If you have to look at them, why not make them attractive?”

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The result is Jelly Cords, a new line of 17 vividly colored extension cords--from canary and cherry to powder pink and pumpkin. They’re available in 7-foot, 11-foot and 15-foot sizes and priced from about $2 to $3.

More than a bright way to transport electrical power, extension cords are a $600-million-a-year business in the U.S., according to Home Improvement Executive, a home industry trade publication.

In Los Angeles, Jelly Cords go on sale June 21 at both Linens ‘N Things and Bed, Bath & Beyond stores.

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