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Wamsutta takes aim at retail top shelf

At the New York Market — Springs Industries is kicking its Wamsutta towel line up a notch – and in the process is taking dead aim at the hallowed spot at department stores long held by Pillowtex’s top-of-the-line Charisma.

The new Wamsutta Supima towel is “hyper-spun,” a process that results in plied yarn on the towel face and single yarn on the back. Domestically made, the 21-pound towel is sized 30” x 56” for the bath and retails at $15.99. Charisma’s 30” x 56” towel generally retails at $25, although sale prices can range from $19.99 all the way down to $9.99.

“We feel we’ve really come up with something that can go after that Charisma slot,” said Nancy Webster, senior vp, creative development.

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