WestPoint Stevens Inc. today announced a new licensing agreement for Avanti Linens to produce embellished towels under WestPoint Stevens' popular brands.
#'This alliance with Avanti, the nation's premier producer of embellished towels, is a strong, significant partnership: the power of our famous brands at retail and the quality of our solid-color towels combined with the design and manufacturing expertise of Avanti,'' said Robert B. (Bob) Dale, President of WestPoint Stevens Bed and Bath Division.
#'Embellished towels from Avanti offer pattern alternatives to our solid, color businesses, complement the products of our Maples Rugs offerings and provide a line extension to our rapidly growing bath accessory business, obviously a more complete bathroom offering now,'' Mr. Dale emphasized. #'It's also another facet of support for our ongoing Chromatherapy strategy for marketing color.''
Under the Avanti alliance, latest in a continuing development of key licensing agreements that expand the product range of WestPoint Stevens' famous brands, the Company will supply solid-color towels to be embellished by Avanti and sold under Company-owned brands including the flagship Martex(R), as well as Grand Patrician(R), Atelier Martex(R), Patrician(R), Utica(R) and Lady Pepperell(R).
Avanti Linens, founded in 1969, is regarded as the leading producer of fine-quality embellished and bordered towels and noted for design excellence. Avanti is represented in over 80 percent of all major U.S. department stores, as well as bath shops and specialty stores across the country. The major Avanti production categories are towels with borders, towels with appliques and towels with embroidered motifs, offered in delicate traditional designs, innovative contemporary looks and those with masculine and feminine motifs.
#'Avanti is very excited about our new alliance with WestPoint Stevens. We believe in the WestPoint Stevens brands such as Grand Patrician(R) and Martex(R) and know we can bring added customer value to them as a key part of WestPoint's strategic goal of enhancing bath offerings in brand, color, embellishment and complete accessorization,'' said Avanti Linens President Michael Tauber.