WPS heads to Mid-East

By Staff -- Home Textiles Today, 8/30/2004 12:00:00 AM

WEST POINT, GA. —

WestPoint Stevens Inc. is significantly expanding its brand names into Middle East retail locations via a sales and distribution agreement with American Business Development, based in Germany.

The new agreement, effective Oct. 1, strengthens global distribution of the company's brands, stated WPS, and offers brand extension to its current bed and bath home fashion assortments at retail in Oman, the United Arab Emirates, Qatar, Bahrain, Kuwait, Iraq, Jordan, Lebanon, Yemen, Saudi Arabia, Cyprus, Turkey, Greece, Egypt, Libya, Tunis, Algeria Morocco and Sudan.

"This is a tremendous opportunity for our great brands," emphasized Bed and Bath Division President Robert Dale. "It will put our flagship Martex brand, as well as Grand Patrician, Utica, Lady Pepperell, Vellux and several others, into key retail outlets across the Middle East. These are smart, savvy shoppers who appreciate quality and style; and our brands already resonate with them. Being able to easily buy our products in their stores will answer the many requests we've had from consumers in that part of the world."

Items offered will include sheets, bedding ensembles, bedding accessories, blankets, towels and bath accessories.