• Cecile Corral

1888 Mills unveils next generation Supima towels

Lux program seeks upstairs channels, brand partners

1888 Mills  1888’s new Supima towel is made in a zero-twist construction.
At the New York Market – 1888 Mills is carving a new route for its Made-in-USA business, led by its next generation Supima collection.

The latest collection targets the top tier with a domestically produced, zero-twist product, “among our other staples,” said Lexi Schladenhauffen, svp of marketing and design.

The first generation of the company’s Supima cotton program is called “American Craft Towels by 1888 Mills with Sweet South Cotton.” Sold exclusively at Bed Bath & Beyond, “this is our latest placement with USA manufacturing,” she explained.

Schladenhauffen continued: “Now, were expanding on that to focus on luxury customers. We’re at the top of exploring new relationships and in different ways, including brands and retailers. And we have a couple of things in the works.”

1888 Mills is taking cues for the effort from another program it currently has with Red Land Cotton, which grows its cotton in Alabama and gives it to 1888 Mills to domestically produce a two-ply towel.

Red Land Cotton then sells the finished product direct to consumers via its e-commerce website at RedLandCotton.com.

“This is an example of how we are starting new partnerships with smaller, more upscale brands to develop more luxury programs. It’s an example of where we want to take Supima next,” she said.

Schladenhauffen said luxury is a good fit for 1888 Mills as it looks to broaden its retail and brand reach of its USA-made goods.

“The sky is the limit when it comes to our USA facility and when it comes to producing luxury products,” she said. “We can produce very luxurious items and in smaller quantities than can be done offshore, and we can give extra attention to craftsmanship, which is appealing to our partners like Red Land Cotton.”

1888’s showroom is located at 295 5th Ave., Suit 1609.

Cecile CorralCecile Corral | Senior Product Editor, Home & Textiles Today
ccorral@homeandtextilestoday.com

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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