>>
Home / Knowledge / News / Textiles / Abhishek obtains brand rights from Southern Living

Abhishek obtains brand rights from Southern Living

14
Sep '09
In a first of its kind agreement, Abhishek Industries Ltd (AIL), the flagship company of the Trdient Group has procured Direct License of Time Inc lifestyle publication, Southern Living and has obtained its brand rights for 3 years for its bath products comprision towel, mat and robe.

As part of the agreement, AIL will market its bath line products under the banner of Southern Living that will feature a palette of 16 colors that draw inspiration from iconic images of the South America. Each towel / product is named based on its vein of inspiration. A dark reddish hue is Barbecue; a soft green is Mint Julep. A brigh white is Gardenia. Other colors include Porch Ceiling, Gulf Tide, Magnolia, Peony, Peanut, Marsh Grass, Mississippi Mud, Spanish Moss, Smokey Mountains, Wisteria, Satsuma, Peach Pie and Honeysuckle.

"We enjoyed choosing the color names for the products. We pulled things out of the southern landscape, vernacular and packaged appropriately to suit the audience," said Mr Derick Belden, Executive Director, Southern Living magazine. "What I'm most excited about it is that these colors give a real southern feeling to the collection."

Building on the color names, AIL worked with Southern Living to include with each product a hang tag that features verbiage description of the color and in some cases recipes as well as decorating tips.

In order to make the program attractive to a broader customer base, AIL created three brackets of towel qualities comprising
- Morningside, a two-ply zero-twist Indian cotton towel
- Abington Hill, a 100% Supima cotton product that offers a higher level of absorbency and a loftier hand achieved through a special technique applied to the fiber.
- Highland Park, a Supima three-ply product that features the company's Silver Fresh technology which keeps the towel 100% anti-bacterial forever and includes anti cancer properties.

The company has kick started and launched this Direct License Agreement in the New York Home Fashions Market. The initial offering would comprise bath towels and coordinating bath mats and robes will be introduced in the coming months.

Southern Living began licensing home products three years ago to extend its brand. The current roster of products for home includes bedding with Pem America, utility bedding with Perfect Fit, area and accent rugs with Linon Home Decor and furniture with Chromcraft Revington. Other branded products include living plants and flowers.

In addition to the Southern Living, AIL has also launched several other collections in the New York Home Fashions market being held during September 14 to Septemebr 18, 2009. This includes Pro Line, which encompasses four collections: Health Pro, an anti-microbial towerl; Fresh Pro, which maintains a newly washed scent after multiple uses; Color Pro, which offers color fastness and is fade-resistant; and Bleach Pro, which claims to maintain its white color.

Abhishek Industries Ltd


Must ReadView All

Pic: Shutterstock

Textiles | On 17th Jan 2022

China’s GDP increases by 8.1% in 2021

The GDP of China was 114,367 billion yuan in 2021, an increase of 8.1 ...

Pic: Shutterstock

Textiles | On 17th Jan 2022

EU-UK bilateral trade of textiles witness major drop: EURATEX

The imports and exports of textiles between the EU and UK have...

Pic: Shutterstock

Textiles | On 17th Jan 2022

Canada-Vietnam sign MoU for joint economic committee

Canada and Vietnam recently signed a memorandum of understanding...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Ensured payment of fee was least concern for students

Florian Heubrandner, Lenzing AG

Florian Heubrandner
Lenzing AG

Cannot see the world breaking away from cotton & polyester

Textile Industry, Head honchos

Textile Industry
Head honchos

Occam's razor principle and purpose-driven innovations

Abdullah Mohammad Saad Hossain,

Abdullah Mohammad Saad Hossain

Saad Group is a leading vertically integrated textile group in Bangladesh. ...

Seema Mishra,

Seema Mishra

Set up in January 2020 by <b>Seema Mishra</b>, the Kasrawad Art Cluster...

Rajat Kapoor,

Rajat Kapoor

Seraphine is a British maternity brand providing affordable luxury fashion ...

Dr. Sean Blamires, Evolution and Ecology Research Centre

Dr. Sean Blamires
Evolution and Ecology Research Centre

Using spider silk for clothing may not seem to be an attractive...

Frank Heislitz, Freudenberg Performance Materials

Frank Heislitz
Freudenberg Performance Materials

Freudenberg Performance Materials is a leading global manufacturer of...

Serkan Gogus, Mogul Nonwovens

Serkan Gogus
Mogul Nonwovens

Mogul is a global player ranked among the top 40 nonwoven producers in the ...

Shalini Sharma & Shweta Pundir Sharma, Six Yard Story

Shalini Sharma & Shweta Pundir Sharma
Six Yard Story

Six Yard Story is a premium artisanal brand with a focus to bring handloom ...

Bav Tailor, Label Bav Tailor

Bav Tailor
Label Bav Tailor

Born in London and Indian by origin, <b>Bav Tailor </b>is the Founder of...

Sujata & Taniya Biswas, Suta

Sujata & Taniya Biswas
Suta

Founded by <b>Sujata and Taniya Biswas</b>, Suta is a humble brand which...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments

ESTEEMED CLIENTS

Varner AS Retail
Helly Hansen Far East Ltd
THE BOMBAY DYEING ;& MFG.CO. LTD
Calvin Klein
Alison Hayes Romania
John Varvatos
Midas Clothing Limited
Truetzschler India Private Limited
Esprit Europe Services GmbH
OVS Hong Kong Sourcing Ltd.
C;&A Sourcing International Ltd
Splash
The LYCRA Company Singapore  Pte. Ltd
Phong Phu international JSC (PPJ)
Amazon China
Sportmaster Ltd.
Reiter India Private Limited
Eastman Chemical Company

January 2022

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search