Pillowtex considers new name for new start
Home & Textiles Today Staff -- Home Textiles Today, March 25, 2002
Turning its back on recent, turbulent history and something of an identity crisis, Pillowtex is likely to get a name change and a cosmetic makeover to go along with its sweeping financial restructuring.
Since the Pillowtex nameplate is perhaps the least recognizable franchise in the company's rich portfolio of brands — and one inextricably linked with the company's recent woes — it probably won't appear for long over the company's front door.
"Yeah, that's probably going to happen," Tony Williams, Pillowtex president and coo, told Home Textiles Today. "But I want to go through the balance of this bankruptcy process without getting anybody excited about what this company's name should be. But we have been going through this exercise and thrashing this about for quite some time."
Whatever the company is ultimately called, "It's unlikely it will be an entirely new name," said Williams. "It takes time to develop something like that, more time than I would have thought. And you don't want to change the name entirely, to some meaningless set of syllables — you want to protect the brand you have established."
One thing that won't change, he added, is the company's New York address. "There's been a lot of talk about the showroom and where it should be, and we've given a lot of thought to it, and we've decided to stay right here. So we've decided to spend some money and give the place a new look."
After sprucing up the showroom to great effect at last October's market, the company's giving it a major face lift for spring. "We'll have dedicated spaces for all of our brands, including Charisma, Royal Velvet, the New Tommy Hilfiger and the bridal shop. It's costing more than we thought it would or hoped it would, but it looks like it's really going to quite impressive."
Industry Related Content
Celebrity Branding at NY Home Fashions Market