Turkish company launches U.S. division

By Anthony Guerra -- Home Textiles Today, 3/8/2004 12:00:00 AM

NEW YORK —

Egeria USA, a division of Turkey-based towel and robe manufacturer Tumteks, recently opened an office and showroom in New York to expand its U.S. business.

Jeff Shaffer, Egeria vice president of sales, said the company is opening the office/showroom at 240 West 35th St. "to present the capabilities of the company for private label development (of designer bathroom towels), and to present the Egeria design look, which is going to be a European style attuned to American colors and tastes.

"Having the product design and development team right here in New York avoids the need to travel to Turkey, so we can provide better service," he said.

Shaffer said that Egeria USA, which was launched in December 2003, has positioned itself as an alternative to import agents that gather product from third-party manufacturers and arrange for shipment to the United States. Egeria plans to target retailers directly.

"Because we are the manufacturer, we provide more reliability when it comes to the fulfillment of orders," said Shaffer.

Egeria's towels are made of Turkish and Egyptian cotton, as well as modal blends. The company has "extensive capabilities," said Shaffer, including low-twist cotton constructions, jacquards, dobby, embroidery, appliqued and printed product.

Colors — ranging from muted lights to mid-tones along with rich palettes — are intended to coordinate with a broad range of bath décor. In addition, the line will include over 30 velour and terry jacquard beach towels.

Price points run from mid- to better-quality range, he said.

Egeria USA will be led by vice president and chief operating officer Kaan Tansug.

Tansug has been involved in the textiles manufacturing field for 20 years. For the last six years, he ran a Canada-based division of Tumteks, marketing home textiles product and developing private label programs for American companies.

The company plans to have product available for showing at the New York Home Textiles Market, as well as at its new showroom during market week, said Shaffer.

Tumtex's Egeria European division currently supplies that continent with Polo Ralph Lauren towels. Shaffer added, "We want to remain loyal to the style of Egeria (Europe) but attune it to U.S. colors and measurements."