London Luxury Gains Visibility

London Luxury is beginning to raise its profile, the next step in a disciplined, strategic growth plan in place since its founding over six years ago.

The company recently opened a New York showroom at 295 Fifth Avenue and brought on board industry vet Lee Dubin as senior vp for sales and marketing. Dubin spent the last 18 years at Springs, with prior stints at Pillowtex and Cannon Mills.

The biggest piece of London Luxury's business is done is bath towels, bath mats, bath rugs and robes, but it also develops utility bedding and sheeting. London Luxury's market position is high quality/high value at the upper end of the “better” level and in the “best” level for specialty stores, department stores, warehouse clubs, retailers and boutiques.

“We make the best product in the marketplace at the best price,” said ceo Marc Jason. “Can someone make a cheaper towel than us? Yes. But not at our quality.”

The company operates offices in Shanghai, Istanbul and Israel, and develops product out of India. Jason goes on site to the factory for every major rollout, he said. “Although we have our own presence in each country where we manufacture, I choose to make it a priority to personally inspect at every stage of production. I want to tell the customer, “I saw them load the container.'”

London Luxury looks for ways to turn commodity items into value-added, said Dubin. “We re-direct. We say why not take that 400-count sheet and make it an allergen barrier? It's about the bells and whistles — from packaging to construction to marketing.”

Its strategy is to align “with retailers that are financially winning the game every day,” said Jason.

Although the company is not well known among its many competitors, “We ship literally thousands of stores each week,” Jason said. London Luxury has very quietly participated in the New York Home Textiles Markets by taking a hotel suite, keeping its name off the supplier roster in the lobby, and inviting only select retailers. It opened the showroom in August, Jason said, “because our customers asked us to.”

“The timing is right,” added Dubin. “We've made great inroads, and we still have a long way to go.”

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.


HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!