E-I-E-I-O. Signature’s barnyard of assortments are weighted to dinnerware collections, 60% of SKUs. There currently are three core collections, Sorrento, Campagna, and Olivia. Sorrento is the largest of the three, in items and in sales. The mix-and-match solid-color collection, launched in 2001 and now sporting seven colors — wheat, burgundy, green, ivory, blue, plum, and terra cotta — is still trending up. Extensions are continually layered and retails range from $4.99 to $29.99. Olivia was introduced a year later. "We wanted a hand-painted accessory that would complement Sorrento and ended up with a great dinnerware and accessory line," Morrison says. (L.A.-based Segura Designs created both collections.) And since that went so well they came back to Sorrento and designed Campagna, a more stylized shape with a more elegant feel. It has expanded to five colors — ivory, straw, burgundy, plum, and salmon, the latest. There are a growing number of accessories (like oil dipping sets, a stellar seller) in each color. And then if one revisit wasn’t enough, the Signature folks came back to Sorrento...again...with Bella. "We’re particularly proud how this collection was executed," Morrison says. (Lucia is to Bella as Olivia is to Sorrento.) The collections have hotter color palettes than their predecessors. "We understand our tableware niche," Morrison says, "and we’ve found the perfect way not to cannibalize our own business when adding new collections. We’re simply adding more retailers."