Revere Mills unveils Waverly, Airelite Collections
Staff Staff -- Home Textiles Today, March 20, 2013
At the New York Market - Revere Mills is expanding its licensed bath towel ensemble program with Waverly by adding a new collection in unexpected but seasonally trend-right colors.
There is no room for the usual white and ivory shades in this fashion grouping's rainbow.
Four deep hues - berry jam, black, espresso, and peacock - make up the "rich palette" used across the two super-soft, yarn-dyed jacquard ensembles for the Waverly brand by Revere at New York Home Fashions Market this week.
As Elaine Aschenbrand, Revere's director of marketing and product development, explained: "We are basing them on the new patterns Waverly is introducing now. One [ensemble] is a geometric design and the other is an overall scroll design."
Revere, which has been Waverly's towel licensee for the past three years, has used "outside the box types of palettes and color combinations for the line in the past ... and it's been successful for us in towels," she said. "Waverly is willing to try new things, and we've always been successful with it across the board, with mid- to better-level retailers."
Also new for market from Revere are additions to its growing "Airelite" collection of towel ensembles, which Revere produces using its proprietary Airelite specially treated cotton fiber, which has been combined this time with viscose extracted from bamboo for a new batch of styles.
"This new collection is extremely soft," Aschenbrand said. "Our new construction makes the towels extremely soft and fluffy and absorbent. They just get softer and softer with each wash."
Dubbed Royal Plush, the new set is available in seven solid colors and caters to better-end retailers.
"We have created this new, particular towel because we've had so much success so far with our Airelite line that we wanted to offer something new for it," she continued.
Revere launched its Airelite program in early 2012 to a strong response from retail customers.
"People like the difference they see with Airelite," Aschenbrand explained. "It is something new. It's not just the same old cotton. It's innovative and offers more value."
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