Welspun aims to entice the senses

Category: HOME TEXTILES

Country: United States

Jennifer Marks
Editor in Chief Home Textiles Today
March 9, 2023

New York – Unexpected colors, new product categories and amped up sustainability coalesce into what Welspun is calling a “showstopper” presentation for New York market.

Christopher Mooney, chief marketing and merchandising officer at Welspun USA, said the vibrant palette is designed to stir the imagination and spark conversation.

“We thought: ‘Let’s be the bridal gown at the end of the runway show,’” he explained.

Over the past two years, the manufacturer has brought fabric manipulation in-house and is spotlighting its techniques during market. In addition, Welspun has been building its sourcing team and augmenting its made-in-India assortment with goods from Portugal, Turkey, Pakistan and, in some cases, China –especially for its multi-category licensed lines for Martha Stewart and Scott Living.

Key introductions for New York Home Fashions Market include:

Martha Kids: The Martha Stewart collection moves into bedding and bath for children in the elementary school range. Mirroring the lifestyle segmentation of the master brand, Martha Kids features patterns and palettes reflecting the aesthetics of each of Stewart’s four residences.

Building out basic bedding: Welspun is also greatly amplifying its utility beddingassortment with the aim of becoming a one-stop shop for down-alt products. Expanded brand ranges include Martha Stewart, Scott Living, WelHome, and the newly launched Allerwel brand of allergy-preventing utility products.

Kindlier adds Good Earth Cotton: Under Welspun’s “Kindlier” brand – the umbrella for all virgin, non-GMO, sustainable and traceable Wel-Trak 2.0 cottons – the company is adding organic cotton certified as Good Earth Cotton. Good Earth Cotton bills itself as the only climate-positive, audited and traceable cotton. The cotton is grown using regenerative farming practices including cover crops, crop rotation, composting and agroforestry to improve soil health and water retention in a closed loop system.

HygroCotton – the next generation: Welspun is introducing the latest evolution of HygroCotton, the company’s patented hollow-core spinning technology. For the first time, Hygro is being offered in a percale construction, which has been a technical challenge for hollow core yarn.

Washable area rugs: In another first, Welspun is introducing washable area rugs. Available in multiple constructions and patterns, the rugs are merchandised around convenience with handled, grab-and-go packaging and being offered in store-ready PDQs.

New non-wovens: Stepping sightly outside the home textiles box, the manufacturer will be showing non-woven personal and surface wipes created by Welspun’s Advanced Textiles division.

“We already have this business in Europe and India,” said Mooney, who noted that the Advanced Textiles division is completely vertical.

Welspun’s showroom is located at  10 W 33rdSt. just west of 5th Avenue, in Ste. 1221.

Courtesy: https://www.hometextilestoday.com/manufacturers/welspun-aims-to-entice-the-senses/