• Jennifer Marks

WestPoint Home intros tend to the core

New products focus on constructions and performance

WestPoint HomeThe quilt presentation spotlights techniques and fabrications.
At the New York Market – WestPoint Home is emphasizing classic textile basics this week – products with a good hand, interesting constructions, performance attributes and livable designs.

The company has re-oriented its quilt presentation to focus on techniques, fiber options and hand. Constructions are presented in cotton, voiles, velvets, jersey, linen and blends with various types of garment washes, fabric manipulations and stitching techniques.

“It’s a tool box customers can use to create the kind of product they want,” said Jacqueline Marchese, senior product manager for quilts.

The new 360 Living sheet uses a blend of 80% Supima and 20% performance poly to address the key features consumers want in a towel: softness, wrinkle resistance, low pilling and no shrink.

“It’s about fitting into your life,” said Walter Bridgham, director of product development and innovation. “You’re busy. You want products that are easy.”

With the same sense of utility in mind, WestPoint is launching three new towels this week. The Slim Towel is designed to offer softness and absorbency for people who live in small spaces and/or travel with their own towels because they stay at airbnbs. The low-lint construction features terry on one side and reverses to a waffle weave.

The new Body Hug bath towel is made with a hint of Lycra, adding just enough stretch so that the user can move around without the wrapped towel dropping from her body. WestPoint is also offering the construction as a hair towel. Rounding out the bath introductions, Color Remedy is an oversized, bleach-friendly 30x60-inch towel engineered for high absorbency and stain resistance.

Eco Pure, WestPoint’s line expands this market in both bedding and bath. Utility bedding uses organic cotton shells and filled made from recycled poly. One new collection shifts from the traditional palette of spa colors into brighter hues; the other sticks to cosmetic tones but adds the company’s Dry-Fast treatment for improved performance.

In bath, Eco Pure is getting up-cycled. One new towel collection is from a blend of cotton recycled from apparel and recycled poly fibers. Another blends organic cotton with recycled poly and is treated with Dry-Fast.

“We believe the organic consumer has evolved,” said Bridgham. “There is some sustainable appeal in everything we’re doing.”

WestPoint’s showroom is located at 28 E. 28th St.

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See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more... See details!