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  • Cecile Corral

American Dawn ups commitment to bath towels

Based on positive feedback from the fall New York Home Textiles Market, American Dawn Inc. is moving forward with its fledgling bath towel business and adding it as a permanent category, Mike Greenberg, imports marketing manager for the company's retail towel division, told HTT.

ADI was initially established as a supplier of institutional textiles, but for the past 10 years has refined its fashion business for the retail sector. At the recent market, it launched five ensemble sets of bath, hand and tip coordinates in solid colors and in a variety of constructions, including wring spun and combed.

Throughout the year, ADI will add four to six more ensemble sets made of new constructions and featuring new fashion looks, including embroideries and border treatments on viscose, as well as developing additional upscale products, including jacquards, combed and embellished towels.

The full line is made in company-owned factories throughout Asia — including India and Pakistan — as well as in Brazil. It targets mid-tier and specialty retailers and carries suggested retail price points from $9.99 to $14.99 for bath towels. "We're trying to create upscale ideas with originality in terms of jacquard designs and embellishments," Greenberg said. "We want to increase our quality level so we can approach new classes of trade, like the mid- and upper-tier retailers. We want to expand our customer base with these towels."

Shipping for the new collection is scheduled for this spring.

Supporting the growth of its towel business, ADI is currently doubling the size of its distribution facility in Atlanta.

"Our expansion in Atlanta is being implemented to enable us to broaden our product line and offer customers more comprehensive collections," Greenberg said. "In Atlanta we'll give our home fashions division more space to better service our customers in the eastern U.S. because most of the mills in this industry are in Southeast, and this is a really good area to work out of."

ADI also has distribution facilities at its headquarters here, as well as in Chicago and Houston.

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