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Trident, Southern Living align for terry collection

New York – Terry towel manufacturer Trident Group recently signed on as the terry bath towel, bath mat and bath robe licensee of Time Inc. lifestyle magazine Southern Living, the private label manufacturer's first direct licensing program.

The solid towel program will feature a palette of 16 colors that draw inspiration from iconic images of the South. Each towel is named based on its vein of inspiration. A dark reddish hue is Barbecue; a soft green is Mint Julep. A bright white is Gardenia.

Other color names include: Porch Ceiling, Gulf Tide, Magnolia, Peony, Peanut, Marsh Grass, Mississippi Mud, Spanish Moss, Smokey Mountains, Wisteria, Satsuma, Peach Pie and Honeysuckle.

“We had some fun with the color names. We pulled things out of the southern landscape and the vernacular and really put together a fun package,” Derick Belden, executive editor of Southern Living magazine, a division of the Time Inc., told HTT. “What I’m most excited about it is that these colors give a real southern feeling to the collection.”

Building on the color names, Trident worked with Southern Living to include with each towel a hang tag the features verbiage explaining the color, and in some cases where appropriate, recipes, as is the case with Barbecue and Mint Julep, as well as decorating tips.

To make the program attractive to a broad customer base, Trident created three brackets of towel qualities and price points.

Morningside, a two-ply low-twist Indian cotton towel set to retail for $9.99;Abington Hill, a 100% Supima cotton product that offers a higher level of absorbency and a loftier hand achieved through a special technique applied to the fiber. It is priced at $14.99;Highland Park, a $19.99 extra-long-staple cotton, three-ply product that features the company’s Silver Fresh technology, which claims to keep the towel fresh with lasting anti-odor action caused by bacteria and anti-static action for the life of the product.

The Southern Living program will launch Sept. 14 to 18 during the New York Home Fashions Market.

The initial offering will comprise bath towels. Coordinating terry bath mats and robes will be layered into the assortment in the coming months.

Southern Living three years ago began licensing home products to extend its brand. The current roster of products for home includes fashion bedding with Pem America, utility bedding with Perfect Fit, area and accent rugs with Linon Home Décor, and furniture with Chromcraft Revington. Other branded products include living plants and flowers.

In addition to the Southern Living, Trident has several other new collections it plans to launch during market.

One is Pro Line, which encompasses four collections: Health Pro, an anti-microbial towel; Fresh Pro, which maintains a newly washed scent after multiple uses; Color Pro, which offers color fastness and is fade-resistant; and Bleach Pro, which claims to maintain its white color. 

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