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ROYAL VELVET BRAND RETURNS, THANKS TO KOHL'S STORES, WEB SITE.

Byline: Leticia Leizens

NEW YORK-Royal Velvet, considered by many as the nation's top-selling upscale bath towel brand before its owner went under, is back in business but not in its usual form.

After more than a year's absence from the shelves of specialty chain stores and department stores like Macy's, its home for several decades, Royal Velvet towels are now selling at Kohl's stores and on the retailer's Web site. The made-in-the-U.S. label is no longer there as the towels are now made in India.

The Royal Velvet brand, formerly owned by Pillowtex, is now under license to global trading firm Li & Fung USA and Maples Industries. Other than bath towels, shower curtains and bath accessories, Li & Fung holds the license to Royal Velvet sheets, decorative bedding, coordinating window treatments, quilts, non-filled throws, decorative pillows and kitchen textiles. Maples is the licensee for bath, kitchen and area rugs.

Kohl's, which did not draw attention to its new brand of towels, does not have the exclusive right to sell Royal Velvet products.

On its Web site, Kohl's offered 28 solid-color bath towels and a rug collection. A bath towel sold regularly for $16 but was on sale for $9.99. A bigger towel, called a bath sheet, was also on sale for $17.99, from $30.

The new Royal Velvet towel is bigger than its predecessor: 30 inches by 54 inches, versus 27 inches by 54 inches. The bath sheet measured 33 inches by 66 inches. The new towels are constructed of Supima cotton loops and a pique dobby border. Kohl's said the towels offer superior softness and absorbency.

The Web site also showed the solid-color bath rugs with the towels, and said they are of soft, cozy nylon construction and have slip-resistant backs. There was no reference to price.

Li & Fung showed a variety of colors to keep up with Royal Velvet's image as the "Color Authority." Among the colors on the towels were African Violet, Azalea, Green Tea, Flamingo, Deep Lilac and Blue Iris.

In May, Kohl's said it plans to extend the Royal Velvet brand in other home classifications. "Royal Velvet is a household name that has built loyalty among generations of Americans," said Kevin Mansell, president of Kohl's. "It is a great addition to Kohl's already stellar lineup in home, and adds momentum to our ongoing effort to deliver well-known brands, value and convenience to Kohl's shoppers."

Caption(s): Kohl's Web site shows Royal Velvet bath towels in 28 colors.
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Comment:ROYAL VELVET BRAND RETURNS, THANKS TO KOHL'S STORES, WEB SITE.
Author:Leizens, Leticia
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Jan 31, 2005
Words:414
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