Bardwil's Lenox Bath line expands price point reach
Thomas Russell -- Home Textiles Today, September 12, 2012
New York - Bardwil Linens' Lenox Bath division is looking to broaden its customer reach within the same department store tier with two new towel collections priced at more attainable brackets.
Westerly is the company's new Pima cotton ensemble under the Lenox brand. At 18 pounds per dozen, the low-twist and "very soft" offering can sit at a $16.99 retail for a bath towel. It comes in 12 solid colored styles, and also offers tub mats and bath sheets.
Sitting at an even sharper $14.99 price is the brand's new Turkish cotton offering, which is made in China and comes in 14 solid colors.
This is not to say Bardwil's Lenox Bath line is not ramping up its more upscale signature assortments. The company's "work horse" Lenox bath towel collection, Platinum, now comes in four more new colors - blush, olive, navy, and dark green.
And the brand's top-of-the-line collection, Pearl, which retails for $29.99, also has four new colors in its palette - sherbet, white sherbet, sea glass, and white sea glass.
At the center of the Bardwil Lenox Bath division's market introductions is its new interpretation of its popular Butterfly Meadow collection. A soothing blue-and-white story, the new Butterfly Meadow Blue collection comes in two versions - an all-over floral and a romantic toile.
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