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  • Cecile Corral

Karsten America adds Rosa Chá beachwear label

After parent company Karsten got off to a strong start with it in January, the company's U.S. marketing arm Karsten America is now adding the Rosa Chá beachwear label to its roster of designer brands for bath and beach towels and robes.

The new program, comprised of towels and terry robes that directly coordinate with Rosa Chá lines, represents a new direction for Karsten America — the uncharted territory of apparel and swimwear retail channels.

The Rosa Chá label was created by designer Amir Slama and has long been a well-recognized beachwear brand in Brazil. The brand was introduced in the United States in 1997 — first in Los Angeles, then New York, and later was expanded to other major markets. Today, it is sold in stores in Atlanta, Chicago, Los Angeles, Miami, New York, Philadelphia and San Francisco. Also, as of 2002, Rosa Chá can be found in Europe.

Karsten's Rosa Chá collection includes sculpted bath towels in bright colors, printed and jacquard terry robes and printed and terry/silk beach towels, all of which coordinate with some of the brand's new swimwear offerings.

"We see this as an opportunity to move into new channels of distribution that we haven't explored in the past and that can definitely bring us growth," said Michele Wright, marketing manager. "We're both known for innovation in Brazil, so it seemed natural for both of us to form a partnership."

The launch is slated for summer 2005.

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