Hilasal Works its Bath Niche

At the New York Market — Hilasal is fixed on its niche this market, unveiling a new batch of bath ensemble collections designed for mid- to upper-tier retailers.

"We're differentiating ourselves in the marketplace with distinctive dobbies and proprietary constructions," said Larry Price, director of U.S. sales. "Our niche is the better goods. We learn toward the heavier towels with better yarns."

At the forefront is the new Organic cotton towel, certified by the Global Organic Textiles Standards (GOTS). Made of 100% organic cotton, this collection boasts a softer hand than its counterparts thanks to the company's use of long-staple cotton yarns. Keeping it simple, Organic comes in white, natural and ivory. It carries a $19.99 suggested retail.

Harmony is a grouping of Egyptian cotton solid-colored towels bedecked with a decorative dobby border. The earthy palette for these 30-by-56 bath towels includes silver, white, chocolate, Bahamas, spice and lime. It is priced to retail for $11.99.

The Regal collection employs an intimate blend of 70% cotton and 30% bamboo for an ultra-absorbent collection. These pieces are dressed up with a variety of jacquard dobby borders, including an animal skin-inspired pattern.

Pure is a nubby, four-ply towel collection that uses 100% ring-spun cotton. These pieces have a texture like that of a Berber rug. They come in six vivid solid colors.

Back to School is another point of differentiation this market for Hilasal, which has come up with a bath and beach collection of striped offerings for the younger set. Striped styles inspired by cabana, legacy or athletic gear come in nine colorways. Made of 100% cotton, these towels measure 30-by-60.