• Cecile Corral

Hilasal Bringing Back Beach

Pembroke Pines, Fla. — After an almost three-year absence, beach towels are again part of the mix at Hilasal USA, and the new product debuts are set for next month during the New York Home Textiles Market.

Hilasal USA is making “our biggest introduction ever in the beach category,” Larry Price, director of sales, said. The company is introducing two new larger sizes — 40-by-70 and 55-by-70 — available in 142 designs coupled with the addition of another smaller collection made in a new jacquard dye sublimation construction.

The collection of larger sized beach towels is made using a fiber-reactive print construction and comes in various design groupings, including photo-real wild animal images, surfer styles, retro florals and sea life patterns.

The other new beach towel collection comprises sheered jacquard dye sublimation towels with tonal looks and printed woven dobby border designs. Available in 24 patterns, this group comes in the more traditional sizes of 30-by-60 and 38-by-68.

Both new beach towel collections are poised as vehicles for Hilasal USA to pursue placement with new customers at the home textiles specialty store level, as well as build its business with department stores.

Further aiding that effort are two new solid color bath ensemble collections — one made with Supima cotton and the other incorporating bamboo — also launching this market.

The company's 100 percent Supima cotton loop towels measure 30-by-56, weigh 20 pounds-per-dozen and are available in 12 solid colorways. They target a $14.99 retail price point.

The Bamboo-cotton group, which also measures 30-by-56, weighs 18 pounds-per-dozen and is available in 10 solid colorways, is set at $14.99.

The beach towels are made at parent company Hilasal Mills' headquarters in El Salvador, and the bath towels are produced at Hilasal Mills' Mexico facility. The company operates two distribution centers in the United States — one in Laredo, Texas for the solid color bath towels, and the other in Miami for beach towels.

“We have the ability to offer very short lead times and to pick-and-pack each customer's orders at the mills, which allow for us to get the product to Laredo in 24 hours from our Mexico factory, and to Miami in 48 hours from El Salvador,” Price said. “Having Laredo and Miami as freight-on-board points to all points in the U.S., packed for distribution to stores, gives us a very positive and competitive edge.”

More plans to expand distribution include the addition this year of a home brand, “which we think will come to the plate for us very soon,” Price said.

Also, the company is looking to add more licenses to its beach towel offerings. Hilasal USA currently holds the license for Harley-Davidson and carries more than 15 designs for that brand.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today
ccorral@homeandtextilestoday.com

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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