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Barwil buffs up bath

Retail Editor 3, Matthew Kalash -- Home Textiles Today, September 15, 2011

New York - In bloom at Bardwil Linens' bath division next market is a new batch of florals that offer fresh perspectives on two licensed programs, Lenox and Vera.

Under the Lenox brand, "we have three big things going on," noted Linda Kulla, vp of bath division.

The headliner is the new Floral Fusion collection, representing a design departure from the brand's traditional design point of view. Contemporary in pattern and bold in color scheme, it stems directly from a Lenox tabletop pattern by the same name.

Designed to coordinate with Lenox's Floral Fusion bath accessories, the suggested retail price point is $25 for a printed bath towel and $27 for an embroidered bath towel.

Solid color represents the other anchor for the Lenox brand this market. Solitaire is a blend of 70% low twist cotton and 30% Modal Loft fiber, trademarked by Lenzing and made 100% of beech wood cellulose.

"We've teamed up with Lenzing, which manufactures the Modal Loft fiber, and we are introducing it into the U.S. market," Kulla explained. "This is a newer version of Modal. It brings much more loft to the pile. The quality of the fiber is spectacular and naturally gives the towel luster, sheen, a super-soft hand and excellent absorbency."

Solitaire comes in 13 classic colors. Components include: a towel ensemble, a bath sheet and a tub mat. The suggested retail price point is $26 for a bath towel.

The second new solid-colored Lenox introduction is French Perle, a towel ensemble that is made of 100% low-twist with cotton loops "for a super-soft hand and excellent absorbency." Available in 12 muted colors, it also features a textured dobby elegantly embroidered with delicate swirls of in the Lenox French Perle pattern. A bath towel is set to retail for $25.

Bardwil has also given its Vera-branded program a new direction this market with two collections that portray a "far more delicate" looks than offered in prior markets, Kulla said.





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