Karsten America Goes Beyond Brazil
Cecile Corral -- Home Textiles Today, March 14, 2005
New York — Karsten America, the U.S. marketing division of parent company and Brazilian bath and beach towel manufacturer Karsten, is branching out its offerings to include goods sourced across the Atlantic.
Historically, Karsten America supplied only bath and beach towels made in Brazil by its parent.
But John Cafaro, chief marketing officer, said the company over the past six months has added new constructions and looks to its assortment from China, India and Pakistan. Already, these products make up one-third of Karsten America's total offerings, versus the Karsten-made goods that comprise the remaining two-thirds.
“We are striking a balance between Brazilian-made goods and outsourcing from other countries, and it's really grown in the last six months,” Cafaro explained. “It helps us round out our assortment. Today, the global marketplace offers other items that are more efficiently produced in other countries.”
New products from overseas include zero-twist bath towels, embroidered beach towels, and promotional, opening price-point goods for both categories.
“We're positioning ourselves as a fashion leader,” he said. “We have a strong design team and we get credit for that and that is our entrée with most retailers. Now we're finding other sources to round it off with items Karsten isn't currently running.”
Karsten America's retail customers include mass merchants, department stores and warehouse clubs, among others.
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