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Christy Towels becomes COTTON USA's Latest Licensee
Christy Towels, England’s original towel manufacturer, is the latest organisation to join COTTON USA’s Mark Licensee Programme. COTTON USA and Christy Towels recently came together to raise awareness of the Mark through ‘Perfect Partners’ - a national print advertising campaign highlighting the quality, purity and luxuriousness of Christy’s range of U.S. cotton towels.
The COTTON USA Mark identifies and distinguishes superior products made from cotton grown in the USA. The use of the Mark is limited to quality 100 percent cotton products that contain at least 50 percent U.S. cotton and, as such, is a sign of reassurance for consumers signalling purity, strength and comfort. The COTTON USA Mark enables retailers to communicate to consumers the high quality of the U.S. cotton goods to which it is attached. The Mark has become associated with products that offer contemporary style, natural beauty, engaging fashion and manufacturing excellence.
Richard Jones, Head of Marketing at Christy Towels, sheds some light on the new partnership with CCI:
Q. Why did Christy Towels become a licensee?
A. At Christy, we're proud of our heritage which stretches back 150 years. Christy can trace its origins back to 1850, when Henry Christy visited the Palace of the Sultan in Constantinople. He bought back with him a sample of a handmade, loop pile fabric which was new to the western world. His brother, Richard Christy analysed how to mechanically reproduce the loop pile, and patented a machine to produce terry towelling on a large scale. The first Christy towels were shown in the Great Exhibition of 1851 at Crystal Palace, where a set was presented to Queen Victoria. She liked them so much she immediately ordered more. The ’Royal Turkish Towels’ had arrived. Since then the Christy name has been synonymous with quality.
Q. Why did Christy Towels choose to become a COTTON USA licensee?
A. We chose to partner with COTTON USA for a number of reasons. Christy uses only the very finest natural fibres to create beautiful towels and bed linen. As towel brand leader in the UK, Christy strives to be innovative and are proud to have been the first manufacturer in the UK to introduce natural fibres such as silk, micro modal and, of course, Supima. Christy continues to be a pioneer and is delighted to work with COTTON USA. Additionally, the Licensee Programme offers many valuable benefits as part of the partnership, including marketing support and access to various trend reports and technical expertise.
Q. What are the benefits of working with CCI?
A. CCI is a professionally run organisation and a delight to work with. We presented a number of conceptual ideas for our advertising campaign to CCI and received some great feedback. This is just one example of the various benefits of joining the Licensee Programme. In addition to marketing support, COTTON USA has offers its Licensees the opportunity to be included at various exhibitions in the CCI exhibition space and gives access to colour and fashion trend reports, technical expertise on cotton fibre processing and textile manufacturing from Cotton Incorporated.
Q. Where can Supima Christy Towels be purchased?
A. In the past 18 months we have used Supima to produce towels for Marks & Spencer, BHS, Fenwick’s, AIS Department Stores and House of Fraser
Q. Why do you think there’s a growing demand for COTTON USA compared to other well-known cotton brands?
A. Our customer continues to be discerning, seeking quality towels at great value. COTTON USA product has been very well received by our trade customers and ultimately the end customer. The brand awareness work conducted by CCI has also helped raise the profile of COTTON USA.