Venus Expands 'VisaEndurance'

By Cecile B. Corral -- Home Textiles Today, 9/7/2009 12:00:00 AM

Foot Hill Ranch, Calif. —

Building on its growing sustainability initiatives and product offerings, Venus Home is expanding its VisaEndurance antimicrobial and moisture-wicking sheet line with the addition of two top of bed embroidered collections as well as two new solid colors.

Cynthia Lerner, corporate design director, told HTT the new top-of-bed offerings are titled Chateau and comprise simple and traditional embroidered patterns on two solid colored groupings.

Employing all of Venus' VisaEndurance technology attributes — antimicrobial, odor control, moisture-wicking and easy stain release — the new bedding designs "are done on the white VisaEndurance fabric, and all of the colorways in the embroideries tie back to our VisaEndurance sheet line."

The top-of-bed offerings come as duvet sets with matching shams. Other accessories will also be offered with the line.

When launched in September 2008, the VisaEndurance open-stock sheet program was offered in eight solid colors —smoke, aqua, white, brown, peach, sage green, ivory and soft gold. Now Venus is adding a mid-tone gray called pewter and a mid-tone purple called wisteria.

"We are not sacrificing fashion and design for performance," said Devanshi Patel, director of marketing. "VisaEndurance allows us to give value but still preserving fashion and design as well."

Also new from Venus for the New York Home Textiles Market, which takes place Sept. 14 to 18, are several other bedding and bath programs.

The company is significantly expanding its quilt offerings from eight last market to 20 new looks that range from cottage to modern patterns.

More new bedding offerings include 12 to 15 comforter sets than span embroideries to wovens to prints — "the whole gamut," Lerner said.

To better position its bath towel offerings, the company is creating a new solid-colored towel wall in its New York showroom, which is at 295 Fifth Avenue.

Additionally, Venus will introduce four new solid color constructions, including Supima and organic towels, as well as a wide range of jacquards made to coordinate with each of the solids, including yarn dyes, sculpted and stripe styles.

Finally, the company will show a new line of all-cotton bath rugs to coordinate with three of the new towel collections.