Veratex pushes further into US-made product
Retail Editor 3 -- Home Textiles Today, September 19, 2013
Van Nuys, Calif. - Veratex, one of the first industry suppliers in the Made in the USA revival, has greatly expanded its product range since it began showing US-finished product some two years ago.
The US range, cut and sewn at its facility here from fabric made in Israel, now includes 300-, 500-, 800- and 1,200-count constructions. The selection of embroidery work, also done at Veratex, has expanded as well as the types of hem-stitching offered.
The products are also packaged in the U.S. and Veratex has the capability to drop ship orders.
The interest in US-made product is not channel-specific, according to president Avi Cohen. "It crosses all channels, including the e-commerce channel."
To address the growth of ecommerce, Veratex has created a YouTube channel - Veratex 100 - to promote its Made in the USA products, as well as several other lines. Retailers can incorporate the videos into their online pages for the products. They can also use the short pieces for in-store video displays.
So is Made in the USA a selling point or an added benefit?
"It has served as both, depending upon the retailer," said Cohen. "Some retailers have specifically been looking to add to their assortments with ‘Made in USA' products. Others have viewed it just as an added selling benefit to the overall product."
Made in the USA gets a new addition this week at the New York Home Fashions Market with the introduction of the Tribeca Linen collection of duvet covers and window treatments.
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