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Luxury Linens Brands Thrive Online

E-commerce is rapidly changing the retail landscape - and the luxury space for home textiles is no exception.

Authenticity 50 and CGG Home Fashions are among several online brands emphasizing their use of premium fiber – and extra-long staple Supima® cotton, in particular – to distinguish the quality of their linens in the crowded e-commerce space.

The online environment gives brands the opportunity to romance the product. Descriptions tell consumers not only how a product is made and with which fibers, but also how premium ingredients like extra-long staple cotton create supple fabrics with added durability.

Authenticity 50’s premium American-made duvet covers and sheet sets are offered exclusively online and demonstrate how e-commerce is creating new opportunities in the home textiles market. The one-year old company believes it wouldn't have been possible via traditional retail methods.

"Authenticity 50's direct-to-consumer model and factory-direct pricing has reduced marketing and distribution costs," said Steph McDonald, co-founder. The brand’s luxe bedding is made of 100% American-grown Supima cotton, "the finest on the market," she said.

Authenticity 50 positions itself as the only company creating 100% American-made bedding. Its yarn is spun at a high-tech facility in Georgia that opened in 1996 and employs 140 people. The parent company was founded in 1812 and is the leading spinner of Supima cotton yarns in the USA.

The yarn is shipped to a textiles mill less than 100 miles away where it is woven on some of the most advanced machinery in the United States at one of the last facilities in the country that can still weave wide sheeting fabric.The mill has been family owned since the 1920’s and employs more than 300 people.

Customers are supportive of Authenticity 50’s mission and leave positive, encouraging reviews, validating the company's efforts to make a meaningful difference to the country. McDonald is confident the company is bringing back the domestic industry, one sheet set at a time.

"It's an exciting time to be an e-commerce retailer," she said.

CGG Home Fashions is using e-commerce to bring its brands – Belle Epoque, La Rochelle and Home Concept – closer to the end-consumer.

“We are finding that Supima forms an important part of some of our up-market products,” said David Ziegler, president. “We are increasingly touting this cotton brand as we look to continue to distinguish our luxury brands from others."

CGG’s range includes upscale bed linens, high thread count sheets and duvet covers, coverlets, pillows, down and down alt comforters, drapes, decorative pillows and table linens.

The traditional brick and mortar and paper catalog venues have always been limited by the number of SKUs that they can carry in terms of both financial investment and physical space, Ziegler noted. With e-commerce, “there has never been so much product with such a variety of price points, quality and fashion from traditional to contemporary styles available for purchase.”

Luxury e-commerce goods and services are growing faster than many other online segments, with sales projected to reach $21 billion over the next five years on a global basis, according to a report issued earlier this year by McKinsey. Visionary luxury linens brands are part of the story.

For more details, find out more on Supima at

About Author



Over 370-fine count textile mills, manufacturers and brands/retailers from around the world are licensed to use the Supima brand; licenses are given only to select, high-quality textile mills, apparel and textile manufacturers, and brands/retailers whose products are made of American Pima cotton.

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HTT Cover October 2017

See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!