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A day at the beach for Avonhome

At the New York Market – Even though some say the beach towel business is tough and mistreated at retail, Avonhome jump-started itself into the category “and we’re having a ball with it,” said Chris Mooney, evp, sales and merchandising.

Their secret? “Have fun with it,” he said. “You can go out on a limb with beach.”

Added Mary Bonanno, vp, creative: “We just approach it like we would anything else, and the good thing about beach is that you have the ability to use fabulous colors and offer a different design point of view.”

Avonhome’s take this market on their new category includes brightly colored oversized paisley, floral and other designs – 40 in total – that make the product look more like a fashion accessory than a souvenir shop throw-away. All of the pieces are made in China and come as fiber reactive prints and woven jacquards. The company said it can create a variety of sizes and weights to meet the needs of retailers at all levels.

Already, Avonhome is selling beach towels under its Max & Lucy license at one major discount department store.

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