• Cecile Corral

Revere Mills Beefs Up Bath, Updates Kitchen

Encouraged by the ongoing success of its promotional multi-pack bath towel ensemble at retail, Revere Mills is introducing its heftiest offering of new styles in the category.

“We have the biggest introduction of promotional banded packs ever,” said Elaine Aschenbrand, director of marketing and product development. “With the success of our promotional packs we are expanding banded packs to hit all channels of distribution.”

There are seven new styles, six of which each comprise two bath towels, three hand towels and six washcloths. These groups use a cotton ground but also employ polyester on the decorative borders.

These six groups are:

Tiles, a solid-color with jacquard border featuring a design of small squares;Ruffles, a solid color body with an embellished wide border;Colette, a brightly colored solid with a striped border;Waves, a neutral solid with a wide-wave design border;Idlewood, a yarn dyed grouping that includes two matching patterns, a floral jacquard and a stripe, coordinated by color;Alpine, a flame-stitch yarn dyed collection.

The seventh collection, Bancroft, comprises a beefier 100% cotton towel assortment that includes fewer components – one bath towel, two hand towels and three washcloths.

Only Waves and Idlewood are manufactured in India. The other five groupings are made by Revere Mills at its facilities in Pakistan.

Each promotional package is set to retail for $5.

Revere is taking the opposite approach this market to its kitchen textiles line, which now includes an updated and upgraded basic program.

“We have an all-new palette featuring nine new colors, and three new different designs,” Aschenbrand said. Also new to the line is the use of 100% cotton fabric for these basic goods: kitchen towels, which are larger at a 16-by-28 size; pot mitts; oven mitts; and scrubber cloths.

With these improvements, Revere has been able to increase its price bracket for these goods, taking the retail up to $2.99 from an average $1.99, Aschenbrand said. “It's a higher price point for better quality goods and oversized kitchen towels,” she added.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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