• Cecile Corral

Avanti heading downstream

For the first time in its 35-year history, embellished towel domestic manufacturer Avanti Linens is branching out to a lower ticket price point from its $19.99 bath towel.

Michael Tauber described the new $12.99 to $14.99 priced line, titled Traditions, as "our opening price point collection."

"We've always pushed the upstairs $20 price," Tauber continued. "For us, this is an opening price point."

The new program is a departure from the Avanti Classic collection, which features direct embroideries with elaborate trims and tassels, or banded styles accented with fringe and tassels.

Similar to Classic, the Traditions collection targets specialty, mid-tier and department stores.

Jeffrey Kaufman, president and chief operating officer, said Traditions is aimed at serving Avanti's existing customers as well as new ones "who aren't right for our Classic programs, but who we want to sell to … "

Traditions towel ensembles include four coordinating sizes — bath, hand, wash and tip. Imported from Canada, the 24-by-50 inch towels are made of 100 percent cotton and come in white, ivory, green mist and yellow. Embellished designs include whimsical fish, ducks and frogs; tropical palms; a variety of florals; shells; and Classic scrolls. Some are accented with a cord trim.

"We've gone and looked back at our best-selling motifs and updated them for Traditions," Kaufman said.

The program is made at the company's headquarters here.

While the company soft-launched the line in February, it officially debuts during the New York Home Textiles market. Shipping of the product starts in May.

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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