Terrisol now known as Karsten America

By Cecile B. Corral -- Home Textiles Today, 9/8/2003 12:00:00 AM

NEW YORK —

Looking to broaden its brand recognition, Brazilian terry manufacturer Karsten is changing the name of its U.S. subsidiary. Terrisol Corp. now becomes Karsten America.

Karsten is making similar changes to its other offices worldwide.

The launch of the new name domestically is slated for later this month during the New York Home Textiles Market. A revamped logo and new advertising initiatives will be in place by then, John Cafaro, cmo, told HTT.

But the new name will not affect product labeling and packaging, as most of the company's bath ensembles already carry the Karsten logo. The Terrisol name will remain an in-house brand used strictly for beach towels.

"Basically, we're cleaning up our message and reminding people that we are a Karsten company," Cafaro said. "We've been straddling the fence using both names. But now we're bringing the Karsten name to the forefront to send a consistent message that Karsten does own Terrisol."

The name change also represents the company's new efforts to expand its offerings.

"We need to tell the story that we are more than just beach. We are branching out into more bath ensembles and other products," Cafaro said.

For this market, Karsten America will focus on its bath ensemble assortment with 50 new styles — more than double the offerings it presented at the April market. Constructions and styles include yard-dyed jacquards, sculpted looks, viscose blends, model blends and holiday designs.

"We've dedicated the entire sixth floor of our showroom to bath ensembles, and we are offering more sizes and weights than ever before," Cafaro said. "Here in the U.S. office, we don't want to be thought of as only a beach resource. We are a terry manufacturer, and we make a variety of products."

Cafaro added that next year he expects Karsten America's bath ensemble business to catch up to the size of its beach towel business.

Targeted retailers for the new bath ensembles are mid-tier to upstairs stores.