American Dawn expands with first towel program

LOS ANGELES — American Dawn Inc. (ADI) is leveraging its experience in the institutional business to bring its first line of towels to the retail market.

The company has been quietly producing for the retail end over the past four years under the Raymond Waites license for dec pillows and through private-label initiatives in kitchen textiles, throws and table runners. Two years ago, it began testing the bath towel market with PL programs at the mass market level. Now it's looking to step up its presence with a wave of better-quality towels for the mid-tier and better specialty channels.

"We see opportunity due to the fact that we've been dealing on a global basis since day one," said Mike Greenberg, import manager of the home furnishings division. "We own our own facilities overseas, and we have overseas alliances, as well as our EDI-equipped national distribution facilities."

The company, which currently generates 17 percent of its revenue in the retail arena, has DCs in Los Angeles, Houston, Atlanta and the Chicagoland, IL, area, as well as manufacturing operations in Asia, Mexico and the United States.

Debuting at the October market in the new towel line will be ring-spun cottons, pile treatments, jacs and unique dobby borders, he said. At the following market in spring 2003, ADI will step up the towel constructions yet again with better jacs, velour prints ensembles and combed Egyptian offerings.

Design work is being handled by fashion director Sandy Choi, who operates out of ADI's New York showroom at 303 5th Ave.

"We're trying to create a line that's somewhat transparent, whether it comes out of Asia or elsewhere," Greenberg said. "The key is understanding quality control and the product put-ups."