Veratex in solid-color towel deal

Marvin Lazaro, March 10, 2003

Seeking to expand its branded presence in bath, Veratex has signed a licensing agreement with Christy USA, extending its Medici bedding brand to solid-color towels.

Bath towels, bath sheets, hand towels, wash cloths and tub mats will make up the line, which will be unveiled at Veratex's 303 Fifth Ave. showroom during the New York Home Textiles Market later this month.

Dale Talbert, sales vp, said, Veratex has always recognized the need for a solid-color towel line in order to round out its bath. "Our bath business is expanding and is a real shining star," Talbert said.

"I just knew we needed to be in it," Talbert continued. "We have got to be in that market."

The towels will coordinate with Veratex's Medici line of sheeting and feature a palette of 10 colors, according to Barbara Wright, director of bath and licensing for Veratex. The colors are aubergine, black, cinnabar, coffee, ivory, moss, sienna, taupe, wheat and white.

The dobby is a blend of mercerized cotton with a subtle use of viscose to for an added sheen. The towels are made from Egyptian combed cotton and a 30" x 54" carries a retail price point of $14.99.

Two other coordinating towels are also available, a damask jacquard and a tonal sheared stripe. Both of the coordinating towels are available in three colorways taken from Medici's palette. The design of the line was a joint effort.

Sales are being handled by Veratex, but warehousing and distribution are Christy's responsibility. An early August shipping date is planned.

"This license helps us to broaden our base in the states," said Oliver Newman, president of Christy USA, which is a division of the Manchester, England-based Christy. "And it gives Veratex great exposure in the bath area."

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