Welspun Tackles Prices With New Items
May 5, 2011,
In addition to shifting constructions to address pricing, Welspun showed a line of fancies that can hit opening price points.
"We understand there's a lot of pressure on retails," said Jerry McCarthy, U.S. sales director, who added the manufacturer has come up with "creative ways to hit a price point."
In towels, the company has devised a series of constructions in good/better/best tiers. At the good level - set to retail in the $4.99 to $5.99 range - introductions include a one-sided terry that reverses to an exfoliating linen look and a high/low terry that also reverses to a linen look. Welspun is also debuting a range of fancies around the $5.99 retail price point, such as poly/cotton towels, towels with an all-poly warp over-dyed in various colors and a towel with a poly/cotton pile warp on the face reversing to an all-cotton.
The better offering - targeting retails of $7.99 to $9.99 - that Welspun showed is a nano-spun yarn that reverses to a two-ply cotton.
At the best level - with retails of $12.99 to $14.99 - the company made three key introductions: a Suvim cotton and modal blend, a low-twist Pima cotton, and a blend of cotton and rayon from Eucalyptus.
Welspun has also added fashion bath to its offerings, with coordinate groupings that match back to its open bedding line, as well as its luxury Christy collection.
The company is making innovations in bath rugs as well, debuting a nano-fiber construction that is 30% smaller than microfiber, said Dennis Fine, director of floor coverings. The rugs are stain- and bleach-resistant and dry more quickly than cotton or other synthetic rugs, he said.
"We had to be something different in the marketplace," Fine said.
Welspun is taking the same technology into accent rugs, using carpet-producing equipment that can generate up to 255 pile heights, he added.
In solid-color sheets, the good offering is a poly/cotton construction in solid colors or dobby stripe; better is a micro Modal in solid or dobby stripe; and best is a 600-count Egyptian cotton with embroidery detail.
Fashion bedding for Welspun and Christy branded offerings touches on three trends, said Elizabeth McNulty, vp of design and product development.
Natural Beauty offers natural hues that coordinate well with neutrals, with patterns that echo natural motifs. City Rhythms is more vibrant, with saturated tones mixing with black and gray. Vintage Refined infuses sun-baked colors and washed-out tones.
Welspun also brought branding to its basic bedding collection, introducing Humming Bird, a legacy brand from the United Kingdom, in pillows, comforters and mattress pads.
For the better/best tier, Welspun showed Comfort heaven, which allows consumers to insert additional pillows into an inner pocket for greater support.
The new Hygro fill pillow is a washable offering using Welspun's exclusive Hygro spinning technology.
At the luxury level, there is a 500-count cotton and silk pillow that retails for $40, as well as a 500-count quilted cotton pillow.
| Editor in Chief