Dan River Offers Diverse Line

Better Goods in the Forefront

Dan River emphasized its range of product during the New York Home Fashions Market, particularly the better goods that can be produced from its mill operation in India.

"This is not an opening price point facility," said Herb Briggs, president of retail sales and marketing. "Our plant in Mumbai is an enormous luxury sheeting mill."

Among the new offerings is Dan River Organic Weaves, produced in a GOTT-certified organic facility, Briggs said. Packaging is an un-dyed sack.

In addition, Dan River showed two organic top-of-bed stories in comforters and matelasses. The point, he said, is to demonstrate that organic product doesn't have to be plain solid color sheetings.

In performance, the company introduced Dan River Sleep Therapy, using IonX technology from Kentucky Technical Textiles, a method of negatively charging the fabric. The negative charge increasing blood flow, provides better oxygenation of the blood for better breathing, and accelerates muscle repair. A queen sheet set will retail for $99.

"The Marines wear IonX apparel in Iraq," remarked Briggs.

CNN health commentator Dr. Leigh Vinocur has endorsed the products and recorded an ad promoting their health benefits, which Dan River plans to run on a loop.

The company is also working to create brand segments. Dan River Luxe Sleep is the label being used for 300- and 400-count sheets, while Dan River Indulgence is the label for 500-count and up. At market, the company presentedsheet and duvet sets under both labels in solids, sateens, dobbies and jacquards.

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