Loftex puts sustainable twist on synthetic plush throws
Author: Cecile Corral
Loftex Home is expanding its throw assortment, amping up the fashion factor and adding sustainability into the mix. The new collection is designed “to cover the most sought-after design looks as well as to offer a whole new advance in throws.: sustainability all at value pricing,” said Gretchen Dale, EVP, strategic corporate planning. Constructions and fabrications include Velvet, Teddy Luxe and Faux Silk – all of which can be made of recycled polyester. Plus, the Velvet and Teddy Luxe can be made from recycled ocean plastic-made fiber. “These throws are extremely light weight and extremely warm, and the faux silk is a year-round throw that’s silky feel even feels good in summer if it cools down or there is too much air-conditioning on,” said Dale. This year marking the seventh anniversary of the manufacturer’s sustainability strategy, which calls for innovation of sustainable-focused products, materials and processes. The eco-friendly focus ranges across both the company’s new throw and bath towel collections. “We used to think of value as opening price point,” said Dale. “That is no longer the case. Today, value means giving the customer more for their money – more loft, more bulk, etc.”