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Faze Three to add latex-backed cotton construction


Mumbai, India -- After 21 years in the reversible cotton bath mat business, Faze Three Ltd. of India is entering its next phase with the addition of latex-backed cotton bath rugs to its product line. Ajay Anand, president and ceo, said this new offering comes as part of the company's larger effort to expand all aspects of business.

About two months ago, Faze Three opened a new and integrated facility that with a capacity to produce 24 million pieces annually. "And we can ramp up to double that if required," Anand explained.

Faze Three spent $14 million buying Whitley Willows' plant as well as some additional production machinery from another factory, then built a larger site for its operations to accommodate recent rapid growth.

The company now serves U.S. discounters, mid-tier retailers and home textiles specialty chains, Anand said, and plans to open a New York headquarters this fall. "The American market has officially become our major market, making up about 65% of our total business." Faze Three also sells to all the major retailers in the United Kingdom.

The new Faze Three assortment employs high-quality latex as well as a variety of better cottons, depending on customers' requests, including Pima and Egyptian.

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