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Veni, vidi, vici

Los Angeles — Towels, Towels, Towels is the new company formed by a group of industry veterans — all friends for more than 27 years.

Michael Babish, formerly of Pillowtex; Greg Johnson, formerly of Fieldcrest; and Steve Shapiro, formerly of Dundee, will launch their first line of embellished towels at the upcoming New York Home Textiles Market. Their new 5,000-square-foot showroom is in suite 207 at 261 Fifth Avenue.

Babish, vp of sales for the company, said the plan is to offer the mass retailers a line of goods and not to compete with longtime embellished towel supplier Avanti Linens. All the towels will be imported from Vietnam.

"In a category which is being dominated by one player, Avanti Linens, we obviously feel there's room for opportunity," Babish said. The initial launch of product will be composed of approximately 30 patterns, each of which is available two colorways.

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