Natori Home launching towels by Loftex  

-- Home Textiles Today, 2/6/2009 2:03:00 PM

Modern Geometry, a collection of jacquard geometric designs in 16 colors, is shown in white.

New York – Natori Home is launching its luxury towel collection from Loftex USA, an extensive range of four groups of individual statements with specifically crafted details and embellishments. The debut towels will be shown at the market here on March 9.

The towel launch, first announced last July, is the second in the home textiles arena, following the launch in February 2006 of the bedding collection at JLA Home.

The towels are heavy, sized at 30-inch-by-58-inch for Natori Solid and Modern Geometry; and 30-by-56 for Natori Coordinates. Beach towels are 40-by-70. Each towel features the Natori Family crest on the reverse corner.

The basic collection, called Natori Solid, is offered in 16 colors – some basics, others fashion-forward shades such as fuchsia, peacock, ruby, and green tea. Unique to this group is the bath sheet, 35-by-72, and a wash cloth at 12-by-8.

An important feature of the Natori Solid group is the turned-over end hem that eliminates seeing the reverse of the embellishments on the back of the towel.

Modern Geometry, a collection of sculpted jacquards, is offered in six designs including Screen, a pattern interpreted from an antique kimono; and Natori Sculpted Crest, a jacquard version of the iconic Natori Family crest. The grouping is in the same color palette as Natori Solid.

Natori Coordinates is a collection of seven patterns including Suzhou, adapted from Natori Home’s best selling bedding pattern at JLA Home.

Retail for the three groups is approximately $34.99 for the bath.

The Natori Beach collection is a mix of five fiber reactive patterns and two jacquard woven designs in dramatic colors and pattern scale.

Bath mats are offered in four colors and four designs to work with the entire collection.

Josie Cruz Natori, president and ceo of The Natori Co., calls the collection an important element in providing “the luxury, comfort, elegance, imagination and quality” that contributes to the role of the residential bath as a sanctuary in today’s home.

“The current economic climate we are all experiencing, demands product that integrates luxury with value. We have taken jacquards that combine decorative motifs with function, to create irresistible textures for today’s bath. Embroideries we have been able to do on end hems are not only a new approach, but also clean, modern and easy care,” she added.

Looking ahead, Natori said, “We are committed to home and we are very excited about working with Gretchen Dale and the Loftex team. The addition of bath products is a natural progression in building our home collection.”