VTX targets U.S. with its high-end mix

Marvin Lazaro, April 16, 2001

NEW YORK — With a slew of Egyptian cotton products on hand and an operation that is vertically integrated, Vijayeswari Textiles Limited is ready to take on the U.S. home textiles market.

Based out of Coimbatore, India, VTX, which is the name the company uses on its products, made it first appearance at the spring market here and introduced its line of 100 percent Egyptian linen and cotton sheeting as well as top-of-the-bed items.

"This is part of our marketing attempt to make inroads here in the U.S.," said A.L. Ramachandra, director, home textiles, VTX. "What we want to do is provide the U. S. with high-end home textiles with a certain designer element."

The extensive line is designed by Ramachandra's wife, Jayanthi.

With bed linens beginning at the 540-count level and then continuing higher as well as a softer color palette and price points beginning at $90 retail for a queen-size flat sheet, VTX hopes to get placement with high-end department stores or upper-scale boutiques and specialty stores.

Ramachandra said the focus of VTX for this market was to begin talks to implement a warehouse operation in the U.S. Although a U.S.-based company already markets and sells the company's Indian cotton line, VTX hopes to differentiate itself with its luxury introductions.

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