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Veratex, Lacey combine on bath rugs

Veratex has has signed a new licensing agreement with the Dalton, GA-based Lacey Mills to market a collection of solid-color bath rugs. The new line is among Veratex's new products for October market.

In addition to Lacey, Veratex also has agreements with Avanti for embellished towels and Rug Market for area rugs. Veratex, in addition to its luxury top-of-bed collections also supplies high-thread-count sheeting, bathroom accessories and soft window coverings. According to Dale Talbert, vp, the agreement has enabled Veratex to complete its bath ensemble.

"We've got all the components going now," Talbert told Home Textiles Today.

The rugs are constructed from 100 percent ring-spun cotton and feature three bands of loop on the cut pile side and three bands of pile on the loop side, making them fully reversible. Whether the rug is sourced from overseas or manufactured domestically, Talbert said, depends on the amount of placement. If retailers do order high quantities, then the rug will be sourced. Smaller orders will most likely result in domestic production.

"I have a feeling it'll be an imported thing," Dale said.

Although Lacey is responsible for the manufacturing of the rugs, Veratex is solely responsible for selling them to retailers.

Barbara Wright, director of bath and licensing for Veratex, said eight colors — white, natural, pale blue, blush, black, burgundy, pale yellow and sage — represent the initial offering of the line, although Veratex does plan to offer custom colors for those customers that request them. In addition to a contour rug, 17" x 24", 21" x 34" and a 24" x 40" are also being offered.

"The colors all tie back into our bath programs, so we're fully coordinated with our embellished towels," Wright said, adding "This is a look that cannot be found on the market today."

Veratex, she said, has no plans to offer the rugs in any kind of derivation since "this is going to be the signature Veratex triple-banded rug. The motif is inspired by a Veratex bed ensemble, which bears the same triple-banded look.

"Going forward, we will be adding entire ensembles of motifs and patterns where they apply to the bath coordinates," Wright added.

Both Veratex and Lacey Mills are displaying the bath rug in their respective showrooms during market.

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