Hilasal USA Expands Bath Towel Business

Pembroke Pines, Fla. — Hilasal USA is enriching its bath towel business with a new line of luxury-weight, solid color ensembles in three heavy constructions.

This new line includes ring-spun, Egyptian and two-ply towel ensembles in three weights — 20-, 22- and 27-pounds per dozen.

Hilasal is also for the first time offering loop terry and velour bath wraps and kimono robes — both available in heavy weights of 12 and 14 ounces.

All of these products are made by the company at its two facilities outside the United States — the towels in Mexico and the robes and wraps in El Salvador, the company's headquarters.

Another new direction the company is taking this market is a renewed emphasis on printed fiber-reactive bath ensembles, made in El Salvador, and pigment-printed bath ensembles from Mexico.

“We feel the market is trending away from embellished and embroidered looks,” explained Larry Price, the mill's director of U.S. sales.

“That is what our customers are telling us. So we're bringing back these (printed fiber reactives and pigment-printed) ensembles.”

Hilasal has not made these types of bath towels since the early 1990s.

Retail price points for the pigmented towels are set at $7.99 and the printed fiber reactives are set at $12.99.

At market, the company will show these offerings at its new showroom at 295 Fifth Ave.

Hilasal has relocated to suite 705A from suite 801. It switched spaces with Brumlow Home.

In other news, the company recently created a new slogan, “Relax. It's Hilasal.”