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WestPoint expands licensing initiative

As part of an ongoing effort to become a one-stop resource for retailers, WestPoint Stevens is expanding the scope of its licensing initiative to include flannel, jersey, kitchen and beach items under its well-known brand names.

Franco Manufacturing has signed a license for flannel and jersey sheets and coordinated accessories under WPS's Martex, Grand Patrician, Patrician, Lady Pepperell and Five Star Hotel brands. Franco will also produce beach towels and kitchen accessories — kitchen towels, potholders, mitts — for these brands as well as Utica and Stevens.

A license has also been granted to Notra Morgan Home Fashions to make flannel and jersey sheets, as well as their coordinated accessories, for Utica and Stevens. Notra Morgan will also market high-quality products under the Vellux brand.

"For our consumers, we're continuing to offer more branded choices that carry the names they recognize and trust," said Bob Dale, president, bed and bath division. "For our retail partners, we're continuing the move to offer complete assortments in all our areas of presentation. In turn, this enables our customers to offer one-stop shopping at retail."

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