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Venus to Expand Two New Brands at Market

At the New York Home Fashions Market, Venus Group is graduating its farm-to-finish vertical manufacturing concept into a new house brand, and is stretching its Linea Roma premium hospitality brand beyond resort grounds into private homes.

The new “Farm to Finish” brand — also dubbed F2F, is becoming a new house label for some of Venus, launching initially with a bath towel program, Devanshi Patel, director of marketing, Venus Group, told HTT.

“We're now turning our process for the company's vertical manufacturing concept into a tangible product brand,” she explained. “

The tagline to the “Farm to Finish” brand is “Premium Quality. Responsible Choice.” Patel said it is meant to convey to consumers Venus Group's two-pronged initiative with the program.

“Our process allows to us to control the quality of our product but also deliver it responsibly, both socially and ecologically,” she said. “The quality and brand have been developed in a responsible manner. Consumers will get to experience premium quality, and purchase a product that was developed in a responsible manner through a responsible manufacturer.”

For consumers seeking upscale four- and five-star hotel linens closer to their homes, Venus Group is now offering its hospitality Linea Roma brand for the retail sector.

“Travelers were emailing and calling us to ask us where they can buy the linens they had experienced at the high end hotels they had stayed at,” Patel said. “So, we decided to bring this proven luxury hotel brand to the retail market so the consumer can experience the luxury of hotel linens.”

The new retail-oriented Linea Roma line comprises sheets and towels boasting “the same premium construction” as its hospitality counterpart. Also, it will come in the traditional white and ivory palettes, but Venus has also created 10 additional fashion colors to the program and added a dobby design combining two different scaled rib weaves as an added decorative option.

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