New York – Loftex US is reinventing its showroom format, moving away from traditional product groupings to emphasize trend-driven, color-focused presentations. Instead of separating towels by category – such as the “solid wall,” “fashion wall,” or “beach wall” – the company has curated five key design stories, each defined by its own color palette and design direction spanning bath, beach, and fashion.
Gretchen Dale, EVP of Loftex US, shared: “It’s something we used to do years ago, and bringing it back has inspired so many new ideas. We wanted to put joy back into the product – joy, happiness, something that makes you smile – and present it in a way that encourages excitement at retail.”
The five new design statements debuting this season are:
Floral Outburst: Oversized florals with geometrics in high-energy hues like fuchsia, bright green, and yellow. Dale noted, “If you did these patterns in traditional colors, you’d yawn. Dialing up the color makes it feel optimistic and inspiring.”
Salt, Pepper & Spice: Black-and-white foundations highlighted with pops of yellow and orange in bold checks, stripes, and florals. Dale explained, “It’s classic, but with a twist – clean, stark patterns brought to life with color hits.”
Nature’s Ambiance: Scenic and traditional motifs refreshed with modern flair, from pastoral landscapes to underwater themes, presented in livable blues and greens with textural weaves and reversible jacquards.
Wild Thing: Animal and tropical inspirations, including serene leopards on beach towels and hybrid floral-animal prints in bath, with colors ranging from hunter green to olive and lime
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Free Spirit: A handcrafted, timeless aesthetic with mid-tone palettes and soft florals. This also marks the introduction of Loftex’s “New Generation” beach construction, enabling two different patterns on opposite sides of a towel. Dale said, “It feels like a soft blanket – a completely different experience from traditional terry.”
Dale observed that many retailers have been cautious due to market uncertainties, especially among younger buyers. “We haven’t taken chances like this in a long time, but it’s part of who we are as a company. This is about giving retailers permission to step out of the comfort zone and reignite excitement.”
The cross-category strategy not only demonstrates product variety but also encourages new approaches to in-store storytelling. “When you see a design family across solids, fashion, and beach, it makes you think about presentation differently — and hopefully makes you want to try something new,” Dale added.
The Loftex US showroom is located at 24 West 40th Street, 4th floor, between Fifth and Sixth Avenues in New York City.
