WestPoint Home Gets Into Space Saving
May 5, 2011,
Merchandisers demonstrate how Eco-Vac packaging (top row) economizes on shelf space compared to traditional packaging (bottom)
Bulky items such as bedding ensembles and basic bedding are vacuum-packed into smaller, reusable containers. Six of the Eco- Vac bedding ensembles can fit into the same space as four regular bed-in-bag packages.
The extra shelf space gives retailers flexibility, said Nancy Golden, vp of marketing.
"Do you want to carry more of the same product [in the same space]? Do you want to carry more sizes of the same product? Do you want to carry more varieties of product?" she said.
The company has constructed products contained in Eco-Vac so that they recover their original loft. Consumers can re-use the bags using a vacuum hose.
"The No. 1 usage for Space Bags is for bedding," Golden said.
At market, WestPoint also spotlighted its three multichannel brands: Hanes, which touched down at retail in January; Izod; and Caribbean Joe. It is also showing retail put-ups for Izod and Caribbean Joe in Eco- Vac packaging.
The company also made a major statement in beach towels, building around the Izod, Caribbean Joe and Martex brands. Many of the towels employ WestPoint's StayBright bleach-resistant technology.
A partnership between the company's Color Remedy sheets and towels - introduced during market in September 2010 - and Clean & Clear acne and skin care products has been forged. Color Remedy stands up to benzyol peroxide, which discolors fabrics with which it comes in contact.
"We have the relationship for anybody who wants to take advantage of it for marketing purposes," Golden said.