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Trident Debuts New Towel Lines

Trident is debuting two new towel collections — Hi Life and Back to Roots — at this week's New York Home Fashions Market.

The company bills Hi Life as an "ultra soft, amazingly absorbent" premium line. Back to Roots is constructed of organic cotton and a blend of other natural fibers including bamboo, hemp and corn.

Both lines are aimed for department and specialty store distribution, the company said, with retail price points of $9.99 to $19.99. "We can engineer a product at $7.99 for mass market" customers, added Trident executive Rajneesh Bhatia.

Bhatia said first shipments will be made from India in November and should hit U.S. retail stores for February. He noted that European markets are also targeted for the two new Trident brands.

"We have an aggressive plan to offer to retailers" for consumer advertising, Bhatia told HTT.

Trident is showing Hi Life and Back to Roots in bath sizes and a range of spring 2009 colors at its showroom in Suite 909 at 295 5th Ave.

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